Sometime: From Frustration to Malaysian Fashion Brand

“To our surprise, we realised probably 6 or 7 out of 10 customers that walked in didn't really know us, (before that,) we thought we were famous. That was a huge awakening call”.

Founded in 2013 by Nicole Wong and Stan Chui, Sometime has evolved from an online-only business to a brand with multiple physical outlets and collaborations with designers across Asia.

In this episode of Open for Business, we speak with Stan Chooi, co-founder and CEO of the Malaysian fashion brand, Sometime. Stan shares his transition from the advertising industry to fashion, his partnership with Nicole Wong, the challenges of starting this business, and the rationale behind the brand's offline push. Stan also gets into the role of strategic partnerships and potential future considerations for funding and business expansion.