Personal Narratives in Malaysia’s Streetwear

Malaysia’s streetwear scene is undergoing a transformation, moving away from international influences and exploring more personal forms of expression. This shift is attracting a new generation – especially Gen Z, who are looking for clothing that screams creativity and expression. Today, the landscape is more diverse than ever, with independent names emerging. Among the well-known brands, several underrated brands are quietly gaining popularity by offering unique takes on fashion. 

Puppet Tool: Streetwear as Storytelling and Creative Freedom

Puppet Tool is a local streetwear brand founded by Hakim Rahman here in Kuala Lumpur. He describes the brand as “a space where I could do whatever I want creatively.” He explains, “I’ve always liked making stuff I enjoy. And starting this brand gave me a way to turn those ideas into something that’s real in front of my eyes.” The creative freedom shapes Puppet Tool’s designs, offering more than just apparel. 

The brand’s identity is “mainly based on illustration and storytelling.” Hakim shares that he mainly draws inspiration from childhood memories or everyday moments, creating pieces that are open to interpretation. According to him, “the visuals are important, but so is the meaning behind them.” Rather than just releasing shirts and jackets, he tries to turn each drop into something with a message. 

“Choose Dream” art print.

Hakim makes it a point to keep it “fresh and fun” without blindly following trends. He likes to do things a bit differently by adding a twist to each release. He believes “people appreciate that, it’s not just following trends for the sake of it.” Hakim explains that the brand’s appeal lies in how each collection carries a message or feeling, making the garments more meaningful than just fashion items. 

The creative process is simple but honest. Hakim asks himself if he would actually wear or use the item, and then builds a story around the idea before working on sketches and designs. Some ideas come from “childhood cartoons,” while others are inspired by everyday events. When asked about his favourite piece or collection, Hakim claimed that the “Out There” collection stands out to him. 

Space blanket from the “Out There” collection.

The collection was inspired by a dream that he had where he was floating in the Milky Way. Turning that dream into a blanket, and seeing the art printed at such a large scale was, “really special – like bringing a dream to life.” 

Chubby Worm: Comfort in Every Piece

For Nani, Chubby Worm began after a period of feeling “kind of lost.” She describes wanting to get back into designing, which eventually turned from just an idea into the label’s first pair of – the “first baby” that remains sentimental to her. As she describes it, “I was coming out of a phase where I was kind of lost. But I really wanted to start designing and being creative again.”

Nani says Chubby Worm is currently in a “transition period” – the brand’s style leans toward a relaxed, “grandma” aesthetic, with campaigns featuring fuzzy, embroidered silhouettes and a focus on comfort and casual wear. The designs are intentionally “rough around the edges,” aiming to create pieces that are “more relaxed… more casual,” and ultimately more real.

Chubby Worm’s relaxed, nostalgic designs blend comfort and creativity.

When it comes to connecting with younger consumers, Nani hopes people, especially Gen Z, “can resonate with the storytelling behind the campaigns.” This means that Chubby Worm isn’t just about making stylish and wearable clothes, it’s about stimulating genuine feelings and a sense of being comfortable in one’s own skin. 

The creative process starts with a mood that Nani wants to set. She starts from rough sketches to sourcing fabrics that fit “the whole tone and concept” for each collection. The intentionality is clear – the first collection titled “Juste Assez” (French for “just enough”), was about the comfort of “existing” in between moments. 

The ‘Juste Assez’ collection embodies comfort and authenticity, inviting wearers to embrace the simplicity of existing.

Chubby Worm stands out for its attention to detail, and a brilliant example of fashion being able to be both meaningful and genuinely comfortable. The brand’s focus on comfort and authenticity gives it a distinctive voice in Malaysia’s growing fashion scene. By emphasising emotional connection, Chubby Worm invites customers to find peace in everyday moments. 

 The starting point for Chubby Worm’s collections, where textures, sketches, and color palettes set the tone for comfort and creative expression.

Personal Stories, Shared Authenticity

Both Puppet Tool and Chubby Worm have their own identities in Malaysia’s streetwear scene, each shaped by a distinct creative vision. Puppet Tool focuses on illustrative storytelling and imaginative reinterpretations of everyday moments. Chubby Worm, on the other hand, leans into comfort and nostalgia, translating moods and feelings into relaxed silhouettes. 

What sets them apart is just aesthetic choices, but the way each brand integrates its founder’s journey into their pieces. Despite their differences, both labels can come together in how they commit to authenticity. These brands show that streetwear can be deeply personal – every piece carries the weight of a story. Whether through bold illustrations or intentional design choices, both creators are able to express something intimate and real.