How Three Malaysian Labels Are Reimagining Urban Fashion

P-23

P-23 has been quietly reimagining how we envision urban fashion. What debuted as PirateProblems in June 2020, at a time of pandemic uncertainty, was Eazen Lee’s audacious way to defy the ephemeral nature of modern trends. In March 2023, a partnership with Fong Yau Wei resulted in (Problemes), a brand straddling the line between classic and avant-garde. 

In August 2024, the brand resurfaced as P-23, becoming part of the 23 Company while also retaining its rebellious, experimental spirit.

Despite multiple rebrands, that core vision has remained steadfast. P-23’s strength comes from functional, wearable designs that experiment with structure, texture, and layering. Think pleats that drape in ways you don’t expect, multi-panel construction creating the boldest silhouettes, or detachable elements to give you several different ways to wear a single piece. P-23’s territory is dark tones, heavyweight fabrics and a knack for artfully placed cut-outs.

Signature pieces include the Split Curve Pants, in grey and brown, which bend structure and movement with a sense of ease. The 626 Denim Jacket and 62 shirt feature layered panels and architectural tailoring that elevate casual wear to striking levels. Ideal for people who would like to mix timeless style with urban edge, P-23 pieces are intended to be lived in, styled freely and worn boldly.

The collection is available online and at various stockists including Fifth (PJ), Hyphaus (KL), Bev C (JB), 604 Gift Shop (George Town), and selected stores in Japan and Taiwan.

Hiraware

Hiraware doesn’t fit neatly into the term ‘fashion label’. It moves more like a creative studio, where ideas flow between disciplines and settle into clothing. Founded in Petaling Jaya in late 2023 by Alistair, Azril, and Jian Eu, the project brings together a blend of architects, chefs, filmmakers, designers, musicians, and photographers to create work that feels less fixed and more open to interpretation.

Material is part of that experience, a huge part. The garments have a crisp yet smooth finish, while retaining structure and remaining breathable thanks to the cotton poplin. The fabric feels weightless on your skin, releasing heat and wicking moisture to keep you comfortable through long, sweaty days. It’s tailored for the heat of Southeast Asia. 

The design leans toward East Asian sensibilities, finding beauty in imperfection, asymmetry and simplicity. Earthy monochrome tones ground their collections. Each piece is designed to move with the body. Drapes can be worn loose or cinched in at the waist, with a ‘twisted’ buttoning effect that wraps discreetly around your body. This concept allows you to be creative in styling the pieces however you like.

That flexibility extends into its key pieces. The Namun Collection Twisted shirt poplin showcases the brand’s strength in construction, while softer, more laid-back pieces include the sw1 Linen Raglan Henley. 

Hiraware is available at its store in Petaling Jaya and on its website or via Instagram.

Good Times

In the realm of athleisure and urban outerwear, comfort meets structure and style with Good Times. 

The brand started in 2016. Good Times approaches design with a clear organic intention. Born out of a desire to blend performance and lifestyle, the designs take heavy cues from both sports and outdoor culture, reinterpreting those inspirations into items that feel just as relevant in the city as they do beyond it. 

The apparel is guided by technical detailing balanced by a clean, easy-to-wear aesthetic. That’s the direction that sets the brand apart. Using both recycled and performance-driven material, each piece is designed to withstand both time and fashion seasons.

The silhouettes are relaxed but thoughtful. Standout pieces include the Sunday Training pants: cut from water-resistant cotton twill that hold their shape while still falling into a flattering drape, with breathable mesh panels. The YKK zipper (known for its durability and easy glide) is hidden at the knees and back pockets to just hint at utilitarianism. 

For something textural, the Thermal Waffle hoodie’s tactile surface adds depth, while adjustable hems, an elastic hood, and a curved double-headed zipper bring in flexibility, sharpened by thumbhole cuffs. 

The Thermal Long Sleeve Tee lays it bare, relaxed, and easy, cut from the same waffle fabric. A ribbed collar contributes just enough form to keep it sharp and timeless.

Good Times is available online at stockists across Malaysia, including Solewhat and Hyphaus (KL), Mano Plus (KL and George Town), Bev C (Johor Bahru), and selected stores in Taiwan and Japan.

This story first appeared on Esquire Malaysia.

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