JACKY CHIA opened his store, Sup Clothing, back in 2008 when everyone in Singapore’s Haji Lane still knew each other. Now that his home base has become a bustling shop area for independent brands, he shares how he keeps balance in the ever-changing scene, recalls time of cheap rent, and tells us why beer is important in their house brand’s image.

Sup, Jacky! Before opening the store, you took Aeronotical Engineering in college. Did you originally want to make airplanes or be a pilot? What got you into streetwear?
Sup, Nante! All good! Prior to opening the store, I just chose a course that I think might have the biggest prospect for myself, not necessarily because I’m interested in the course. I was not interested in fixing planes or wanting to be a pilot unlike some of my peers. I got a chance to start my own store during my second year in school, where we had to start a business program under Entrepreneurship, be it online business or anything. I chanced upon Haji Lane and, at that time, rental was dirt cheap here. I just poured in whatever money I had from my savings and just did it. I guess, at that time, when I was just 19, I did not have any fear of failing, so I just did what I wanted to do.

What was Haji Lane like back in 2008?
Haji Lane back in 2008 was like a family street. Everybody knew each other from every store in this lane, not anymore. I did not have a plan, nor did I have anything in mind on how I wanted my brand to be, but I clearly knew who I wanted to work with if opportunities arose.

How did grow your brand since then?
I was getting shit just like any start-up who spent too much time thinking whether their products get featured on the right media be it online or print. So I just focus on the most important aspects for my business, which is my consumers. It’s more of word-of-mouth, which I believe is the most powerful tool for a small business.

What are the strict requirements that you adhere to and required a year for the house brand’s new collection to be produced?
We prefer to do things/designs/events that, we feel, would make people understand a bit more of our brand, our store, and the people behind the brand. The artists that we work with have to understand what we do for us to be able to work together. However, the real reason it took us one year was that production was a bitch while dealing over with [our producer] on minor details. Hence, I had to look for new factories closer to our region so that we could control the quality and print to our expectation.

Why do you find it important to incorporate lifestyle objects like magazines, skate decks, and fixies into your store?
The beauty of this industry is that I get to meet people from all walks of life. Personally, having lifestyle objects are very much related to what we do usually like as normal consumers. Using the same mindset, I believe this very much relate us to our customers who then go on to become our friends and find out that we are just like one of them.

You’re owning the beer image in your new pieces. Guess there’s pride in being able to drink at work like Mad Men? I know you mastermind the street parties in Haji Lane. What makes a good party for you?
Oh! [Laughs] The idea was executed by one of the artists that actually wanted to work on something using photos of what we normally do. I think most people know that, not only me but the crew and friends I hang out with, we just like to have a few drinks after work or during weekends. I think a good party is one where everyone gets drunk and have a good time, not remembering anything the next day but wanting to find out about it when they meet the same people. Of course, no exchange of name cards, solely on the reason of wanting to support the brand/event/person.

New Balance appointed you as one of its Excellent Makers in Southeast Asia. How do you keep balance in the changing streetwear scene.
Yes, I’m super blessed that New Balance gave me this chance to let me share with the region what I actually do with my store/life/brand. Shout-outs to Eugene (New Balance SG) and Chooee (Streething)! I would not say that we want to change the streetwear scene because, as a stand-alone store, we can only do so much. We keep balance by doing what we want with the right people at the right time, as well as making sure that the brands we represent are well-represented and that Sup Clothing keeps churning out fresh designs only.