Kuala lumpur: Starting with just a second-hand sewing machine in the living room about 18 years ago, the local brand Raw Denim House (RDH) has now solidified its position as one of the country's premium denim manufacturers while also penetrating the international market.
According to BERNAMA News Agency, the brand, founded by three men from Jertih-Muhamad Aidil Akhyar, 40, Ahmad Safuan Nizam Kamaruddin, 38, and his brother Ahmad Syukri, 43-is on the threshold of entering the United States market through a supply agreement signed this year. Established in 2013, RDH has increased its production to 200 to 300 pairs of pants per month, compared to a maximum of 200 pairs previously, to meet the continuously increasing customer demand.
Muhamad Aidil explained that the encouraging business growth prompted RDH to relocate to a new premises in 2024, renting two floors in a three-story shoplot in Jertih, compared to previously operating from one floor in another area of the town. The new premises not only provide a larger production space but also feature a showroom on the ground floor for direct customer purchases.
Despite the increased production capacity, RDH still cannot meet the entire customer demand because sales are continuously growing through various channels, including websites, Instagram, Facebook, TikTok, and participation in sales events in different locations. Muhamad Aidil emphasized that the increase in production capacity has never been at the expense of quality, which has been the brand's main identity since its inception.
The company's growth has also opened opportunities for RDH to enter the corporate segment, securing a contract to supply denim-based pants and jackets as uniforms to a leading hotel in Kuala Lumpur. Additionally, RDH has signed an agreement with a trader in the United States to supply their denim pants, with the first shipment expected before the end of this year.
Muhamad Aidil highlighted that one of the factors attracting the US entrepreneur to RDH products is the incorporation of folklore philosophy in their designs, including rooster motifs and the character Hanuman from shadow puppetry, alongside satisfaction with the quality.
The price of RDH products has increased with the use of premium materials and rising production costs, with regular denim jeans now priced between RM389 and RM550 each. Special editions, produced in limited quantities using exclusive fabric and premium finishing, can reach RM1,000 each.
Reflecting on the company's journey, Muhamad Aidil recounted that RDH started by offering denim alteration services before creating their own designs with leftover fabric for personal use. The support from friends gave them the confidence to expand the business, transitioning from custom-order basis production to ready-to-wear as demand increased.
Remarkably, the three RDH founders have no formal backgrounds in sewing or fashion design; they acquired these skills independently through reading, the internet, and experience. Muhamad Aidil attributed RDH's success to their commitment to producing high-quality products using premium fabrics and maintaining a local identity through design elements that incorporate Malay culture.