In the dynamic realm of Brunei’s fashion industry, Shah Indra has emerged as a pioneering force since its inception in 2017. The local brand addresses a gap in the market – the need for more meticulously crafted songkoks to complement the Cara Melayu ensemble for men.
With a commitment to merging timeless style with impeccable craftsmanship, Shah Indra celebrates Brunei’s rich cultural heritage through each designed piece.
Shah Indra’s journey began with a keen observation by its founder, noting a disparity in how men dressed for ceremonial occasions, where the songkok—an integral part of the attire—often lacked the attention to detail found in other elements.
“Every aspect of the Cara Melayu ensemble was carefully considered from the shoes to the studs, except the songkok,” said Shah Indra.
Determined to address this oversight, he created a songkok that would honour tradition while embodying contemporary elegance.
“So, I thought let’s do it for the guys. I searched for inspirations – make it more stylish while staying true to how the songkok looks like, without changing too much,” said the founder, adding that he wanted to showcase tenunan (woven fabric) as the exterior.
For Shah Indra, the brand spells out luxury with a touch of subtlety and elegance.
“Subtlety has always been what I strive to ensure – elegant but subtle, minimalist modern,” said the founder.
Heritage Redefined
At the core of Shah Indra’s motto lies the concept of “reinterpretation of modern heritage” which underscores their commitment to infusing traditional elements with a modern touch.
From the outset, Shah Indra championed the use of tenunan, a traditional woven fabric, as a homage to Brunei’s cultural identity.
“Tenunan is a fundamental part of our heritage, and it was essential to showcase this deep-rooted pride in our products,” emphasised Shah Indra.
Shah Indra’s journey began with the development of five initial songkok designs that were prototyped in August 2017 and launched via Instagram by December of the same year.
In February 2018, Shah Indra products found a physical home at Runway, a boutique in Kiulap, marking a pivotal milestone in their retail journey.
“We first consigned our products at our friend Nora’s boutique and that was where we served our customers for bespoke orders for the Raya 2018 season,” he said.
In their first orders, they produced some 60 pieces of songkok, and the response was overwhelmingly positive, prompting Shah Indra to expand their offerings into tenunan ties and prayer mats.
It was only three years ago Shah Indra started to make apparel when they opened a new showroom in Kiarong.
Collaborative Growth and Clientele Support
Collaborations have been pivotal in Shah Indra’s growth progress, first partnership with Runway and later with Bajoo Boutique.
Shah Indra leveraged these opportunities to refine their products and expand their market presence.
“These collaborations provided invaluable support. With Bajoo, we are very thankful because they gave us an environment which allows us to conduct a business professionally in all aspects such as product development and marketing,” he said.
Shah Indra further said that in the earlier stage of the brand, they engaged with YAM Pg Anak ‘Abdul Rashid, a friend and strong supporter of the founder.
“He provided vital support in the development of the product in terms of his takes on quality and design and business aspects of the brand. He was the one I would go to for an exchange of ideas,” said the full-time entrepreneur.
For the founder, their target is selling memories for individuals who appreciate craftsmanship.
“Because that whole bespoke experience is what I wanted for every person to feel – from choosing the leather, the interior colour, the personalisation of the name plates, the name card on the box when you open it. So that full experience is something that’s what we call selling memories,” highlighted Shah Indra.
Legacy and Personal Inspiration
Behind Shah Indra’s entrepreneurial spirit lies a deeply personal homage to his late mother, a skilled tailor whose legacy permeates every aspect of the brand.
“My mother’s dedication to craftsmanship and customer care inspired me. Three years after she passed in 2014, I wanted to do something in memory of her as she has always been in the business and tailoring industry, ” shared Shah Indra, adding that his mother started a tailoring business in the 60s.
Despite not having an interest in tailoring during his younger days, the founder later developed a fondness for the craft.
“To honour her is to do something in the essence of the industry. The more I am running the business, the more I see her work, dedication and desire to treat customers as far as she could,” he said.
Crafting Each Product with Care
One of the hallmarks of Shah Indra’s success is their dedication to craftsmanship. Each product is crafted, blending traditional techniques with modern aesthetics. The songkoks, for instance, are not merely accessories but cultural symbols designed to complement the wearer’s attire with elegance and pride.
They prioritise using high-quality materials sourced locally, such as the revered tenunan fabric, ensuring authenticity and supporting local artisans. This commitment not only enhances the product’s appeal but also contributes to preserving Brunei’s cultural heritage.
Beyond their iconic songkoks, Shah Indra has diversified their product line to include thoroughly crafted attire and accessories. From sejadah (prayer mats) designed for ease of use to exquisite wedding attire and personalised gifts, every Shah Indra product carries a narrative of tradition and innovation.
The brand now makes products such as MIB apparel, kurtas, jubah, kids apparel, telekung (women prayer garment), tudong, umbrella, studs and tasbih (prayer beads).
On design, Shah Indra said that it derived from the books of Bruneian tenunan motifs.
“Some of the patterns we designed in-house. Sisik Jelayan or Bunga Padi motifs are the classic ones that you can find on our products while some are customised according to our patterns and layout,” said Shah Indra.
To date, the brand has explored over 37 designs, producing four to five designs annually for the festive Hari Raya season. Their best-selling songkoks are the classic plain, tenunan and Sisik Jelayan motifs.
“Nowadays, our customers have evolved to appreciate the ability to have the bespoke experience, they know how to mix and match colours and patterns to suit their preferences,” he said.
With the focus on easing people when bringing prayer mats to the mosque, Shah Indra also produced locally made foldable prayer mats. Furthermore, they are the first to produce the sejadah in Brunei.
A Legacy of Craftsmanship and Cultural Pride
Throughout their seven-year journey, Shah Indra has celebrated significant milestones and garnered recognition for their contributions to Brunei’s fashion scene.
They have been honoured to see members of the royal family wearing their products such as face masks and sejadah, underscoring their commitment to quality and cultural authenticity.
The continuous support from the earliest clients to this day gives Shah Indra the affirmation for their strive towards realising their reinterpretation of modern heritage and luxury.
With each product thoughtfully designed and imbued with cultural significance, Shah Indra continues to set the standard for reinterpreted modern heritage in Brunei and beyond.
Shah Indra aims to expand regionally with their current clientele from Kuching, Miri, Singapore, and Kuala Lumpur.
Embracing Entrepreneurship
Reflecting on his journey, Shah Indra encourages aspiring entrepreneurs in Brunei to seize opportunities and leverage available support systems. “Opportunities are plentiful and it’s crucial to tap into resources and guidance provided by government initiatives and the private sector,” said Shah Indra.
To conclude, the brand’s journey represents the harmonious fusion of tradition and contemporary elegance, crafting products that resonate with cultural pride and timeless appeal.
As the brand continues to expand and explore new creative horizons, one thing remains clear: Shah Indra is poised to leave a remarkable presence in Brunei’s fashion landscape for years to come.
THE BRUNEIAN | BANDAR SERI BEGAWAN
