Blending slow fashion with a strong sense of place, HOUB is a Bruneian lifestyle brand creating modern, mindful clothing rooted in tradition. With every stitch, it weaves heritage and sustainability into designs made for the present.
Founded by Nabillah and Zul, the duo behind HOUB are on a mission to re-imagine traditional wear for the modern wardrobe. At its core, HOUB, derived from the Arabic word hubb (love), is more than just a name. It is a philosophy that runs through every stitch.
“We chose the name HOUB because it captures everything we want the brand to stand for – love for culture, love for design, and love for the planet,” said Nabillah.
“It’s also a little nod to our roots. When you say ‘love from Brunei,’ it becomes HOUB dari Brunei, which feels perfect,” she added.
The idea first sparked between friends and shoppers-turned-designers when Nabillah and Zul, along with their Malaysian collaborator Fazreen, started questioning the gap in the local fashion scene – a lack of stylish, comfortable clothing that honoured Bruneian heritage, and also cared about how things were made.
“From the very beginning, we knew we didn’t want to create just another fashion brand, we wanted to build something meaningful. Something that celebrates who we are, while being mindful of how and why we create,” she added.
A friendship weaved from fashion
HOUB began as a side project between friends who shared more than just a love for clothes. Nabillah and Zul first connected over their mutual interest in fashion, heritage, and mindful living.
Over time, their conversations turned into ideas, and those ideas slowly took shape as a brand rooted in identity and intention.
Nabillah, who is currently pursuing her master’s degree, brings a thoughtful and academic perspective to the brand. Her upbringing, including her time in Arabic school, planted early seeds of appreciation for culture, language, and design. That influence is still present today, reflected not only in the brand’s name but in the values HOUB promotes through each piece.
“Growing up, I always loved the way clothing could tell a story. And I’ve always wanted to create something that felt both personal and purposeful,” she said.
On his side, Zul, who recently graduated with a degree and is now fully committed to the brand, complements the team with his practical mindset and keen eye for detail.
While continuing to explore long-term career opportunities, he dedicates his time to building HOUB’s day-to-day operations and working hands-on with production partners.
“We don’t have a formal background in fashion, but we do have a clear vision of what we want to create. We learn as we go. That’s part of what makes the journey meaningful,” said the 27-year-old.
The brand also had a third collaborator in its early stages, Fazreen, a Malaysian designer and close friend. While he has since taken a step back due to work commitments, he remains a creative partner, lending support during special projects and campaigns.
From navigating fabric sourcing to working with local tailors, the journey to establish HOUB has been filled with lessons and growth. The founders often speak about the importance of staying grounded and being intentional with every step they take.
“Everything you see now started with a lot of trial and error, research, and asking for help. We built HOUB from scratch while balancing full-time commitments. It hasn’t been easy, but it’s been worth it,” he shared.
Merging heritage with sustainability and style
At HOUB, fashion becomes a form of storytelling, where every seam, fabric, and motif reflects Brunei’s rich identity while embracing sustainable, small-batch practices.
Drawing inspiration from traditional attire such as the Baju Kurung and Baju Melayu, HOUB’s collections are updated with a contemporary twist. Think modern cuts, soft structure, breathable fabrics and practical additions like their signature four-pocket detail, all tailored for Brunei’s hot and humid climate.
“We want our clothes to be multi-purpose. You can wear them during Hari Raya, but also to work, to hang out, or just on a regular day. They’re meant to be lived in,” said Nabillah.
HOUB’s men’s Baju Melayu Benih, for instance, takes its name from the word seed, symbolising growth. It features a minimalist cut and practical pockets while staying rooted in tradition. Meanwhile, their women’s Baju Kurung Siluet plays with shape, offering a flattering ‘snatched’ waist that still retains modesty.
Each garment is finished with HOUB’s custom embroidery featuring the ayer muleh pattern, which symbolizes the continuous harmony between nature, Brunei’s rich heritage, and tradition, sewn discreetly into the brand’s logo.
According to the fashion duo, nature plays a significant role in their creative process.
“Our colour palettes are inspired by Brunei’s lush landscapes – soft greens, warm neutrals, and earthy tones. Our fabric choices are guided by the climate. We opt for breathable materials that are suited for the humidity, but still refined enough for everyday elegance,” they shared.
“We take inspiration from how Bruneians live, how we move, how we dress, how we socialise. Our goal is to reimagine tradition in a way that feels real and relevant,” the duo shared
The fashionpreneur also shared that the brand’s campaign ambassador, Aqil Ali, was selected to represent HOUB’s authentic voice. A familiar face among the younger crowd, Aqil helps translate HOUB’s message into something visual and relatable.
Putting slow fashion in the spotlight
More than just a fashion brand, HOUB is also building a community around ethical fashion. With limited, small-batch production and a focus on long-lasting quality, the brand stands as a thoughtful alternative to mass-market clothing.
“We don’t want to contribute to fashion waste. So we keep our production small, and we work closely with local tailors to ensure every piece is made with intention. It’s our way of supporting the local economy too,” Nabillah shared.
Sourcing fabrics remains one of the duo’s biggest challenges. “Sustainable materials aren’t easily found in Brunei. We have to search globally, which takes time and money. But we’ve made it a priority,” she explained.
From their use of breathable, climate-appropriate textiles to slowly transitioning into eco-friendly packaging, every step of the process is guided by purpose.
“Even our storytelling is part of that sustainability journey. We always explain why we made something, whether it’s the fabric choice, the function, or the story behind it. It’s about helping people build a deeper connection with their clothes,” said Nabillah.
The future of fashion is slow and sustainable
With each new collection, the brand continues to prove that sustainability, culture and modern style can co-exist in beautiful harmony.
“We want to create pieces that people feel connected to. Something they can wear proudly, not just because it looks good, but because it means something,” shared the youthpreneur.
As for future plans, with growing interest from regional customers, the team is quietly working on the next chapter for HOUB. Their goals include growing the team, launching a physical store and introducing new collections that push creative boundaries while staying true to their roots.
“We want people to experience HOUB in real life. To feel the fabrics, try the clothes and understand the care that goes into every detail,” said the duo.
Upcoming collections will continue blending traditional and contemporary aesthetics, offering unique pieces for both men and women that reflect HOUB’s signature balance of culture and comfort.
While the brand looks to grow beyond Brunei, its identity remains firmly local.
“We’re always going to be a Bruneian brand at heart. Our roots are here, and so is our story,” they concluded.
For young creatives hoping to start a conscious brand, Nabillah offers heartfelt advice:
“Start with your why. Know what drives you and what values you want your brand to reflect. You don’t have to be perfect. Focus on progress and take things one step at a time. Be patient with your growth.”
Zul adds, “Surround yourself with good people who support your ideas. Stay curious and be open to learning from everyone. And most of all, believe in what you’re building.”
THE BRUNEIAN | BANDAR SERI BEGAWAN
