Anaabu, a vibrant Malaysian fashion brand, is at the forefront of redefining minimalist fashion by embracing traditional heritage elements in unexpectedly modern ways. Based in Kuala Lumpur, the label's unique DNA incorporates traditional cultural attire, seamlessly blending it with a clean, relaxed aesthetic that speaks to today’s consumers.

In addition to drawing inspiration from Malay traditional clothing, Anaabu has recently launched a captivating collection named Kongsi Masa—meaning "shared time"—which skillfully intertwines both Malay and Chinese cultural wear. This collection was thoughtfully curated to coincide with Chinese New Year and the upcoming Eid festivities, showcasing Anaabu's commitment to inclusivity and diversity.

Founder Ana Abu remarked, “We aimed to celebrate the beauty of traditions, both Malay and Chinese. This collection is significant for us as it marks the first intentional incorporation of Chinese traditional attire, exploring shared values of time, togetherness, and cultural heritage.” The collection not only serves as festive wear but is also designed to be versatile and wearable long after the celebrations have ended.

The Kongsi Masa collection features stylish designs for both men and women, merging silhouettes like the baju kurung, kebaya, and sarong with striking details such as Chinese knot buttons and mandarin collars. This harmony between wearability and traditional elements ensures that every piece resonates with the ethos of Anaabu.

Keep in mind that wearability is a guiding philosophy for Anaabu. The brand employs earthy, muted color palettes and simple silhouettes that provide ease and comfort. Ana Abu explained, “We are proud to showcase a soft androgyny through our minimalist approach. Our collections are crafted for all genders, providing styling versatility while paying homage to tradition.”

From Engineer to Fashion Pioneer

Ana Abu, now 37, embarked on her fashion journey in 2010, pivoting from a career as a civil engineer to something entirely different. With no formal fashion training, her foray into fashion was sparked by a personal passion for thrifting and curating second-hand pieces. Initially selling through her blog, she was pleasantly surprised when interest grew, especially after integrating garments from her family’s wardrobe.

After spending weekends at local markets and connecting with fellow creatives, Ana’s enthusiasm for fashion blossomed, eventually leading her to transition away from engineering and establish her own shop. By 2015, Anaabu had officially launched its first collection, showcasing her designs and ideas learned through hands-on experience and collaboration with artisans and industry professionals.

Ana’s aesthetic gravitates towards androgynous, oversized styles characterized by deconstructed and minimal statement pieces. “This personal aesthetic naturally influenced the brand's identity,” she noted.

Modernizing Heritage Wear

Over the years, Anaabu's customer base has transformed. While initially attracting niche clientele seeking minimalist, gender-neutral fashion, the brand has grown to appeal to a larger audience resonating with the philosophy of slow fashion and storytelling. “We do not view tradition as a limitation but rather as a platform to innovate and grow,” Ana said.

The collections draw on classic Malay garments such as baju kurung and kebaya, skillfully reimagined for contemporary wear. Additionally, Anaabu offers a line called Essence, focusing on versatile, everyday pieces that retain the brand's signature elegance.

Younger generations, particularly those of Malay descent, are increasingly drawn to modernized traditional attire. “While they may shy away from classic festive clothing, there's a demand for designs that merge heritage with contemporary utility,” she explained. Anaabu seeks to provide alternatives that fit seamlessly into both festive occasions and everyday life.

“As I navigated my journey with Anaabu, I grew to appreciate the power of fashion as a reflection of cultural identity. I’ve learned that tradition is about evolution while preserving its core essence,” Ana remarked.

A Global Reach and Personal Growth

Anaabu's online business has expanded its reach far beyond Malaysian shores, attracting customers from places such as Singapore, Japan, Australia, and the United States. The brand is set to return to Boutique Fairs Singapore from Mar 21 to 23, following a successful debut at the indie fashion and lifestyle event last year. Although opening a boutique is not currently in the cards, Ana Abu is exploring pop-ups, collaborations, and dedicated stockist opportunities to further solidify Anaabu's presence.

Reflecting on her 15-year journey, Ana has learned critical lessons about adaptability, resilience, and authenticity. “Running a brand transcends creating beautiful pieces; it requires understanding people, strategic decision-making, and openness to growth. Ultimately, success is not merely measured by sales but by the meaningful connections we forge with our community,” she concluded.

Anaabu stands as a beacon of modern fashion that honors tradition while appealing to contemporary sensibilities, merging the past with the present in a truly inspiring way.