KUALA LUMPUR, Sept 3 — Tech-fashion footwear brand 2AM has opened its first standalone store in Malaysia at IOI City Mall, marking its retail debut in the country with an eye on eventually expanding into Japan.

Built around 3D-printing technology, 2AM positions itself less as a conventional footwear label and more as a technology company that happens to be strong in fashion — one aiming to rethink not just how shoes look, but how they are designed, produced and experienced.

”Consumers today are increasingly interested not only in how a product looks, but also in how it is made, what technology sits behind it, and what possibilities that technology can create,” said the Malaysian team.

A different kind of shoe store

The brand’s use of 3D printing gives it greater freedom to experiment with form, structure and functionality, while also enabling the use of recyclable materials and reducing material waste compared with traditional footwear production.

Designed for consumers broadly aged between 22 and 55, 2AM’s current audience leans towards male consumers and those with higher disposable income who are willing to invest in products offering a genuinely different experience.

The choice of IOI City Mall for the brand’s first Malaysian standalone store was deliberate, with the mall offering strong footfall and a consumer base aligned with 2AM’s positioning as one of Malaysia’s largest premium shopping destinations.

Rather than resemble a conventional footwear retailer filled with racks and hundreds of products, the store takes a curated approach, with a limited selection presented almost like objects in an art gallery — designed to make discovering the footwear as important as the transaction itself.

The official opening on Aug 28 brought together celebrities including actor Azrel Ismail, along with KOLs and media, for a preview of 2AM’s technology, products and brand experience.

Expansion into Japan and beyond

2AM’s Malaysian expansion will continue with its second store at Sunway Pyramid, scheduled to open on Sept 15.

Beyond that, the brand is looking towards major shopping destinations including Pavilion Kuala Lumpur, The Exchange TRX, Mid Valley, 1 Utama and KLCC, though it said its approach to new locations would remain selective, with each store expected to contribute to its identity and connection with consumers.

The brand also plans to build a community around 2AM through collaborations with local brands and creatives, participation in local events, and deeper engagement with Malaysia’s fashion, art and creative sectors.

Longer term, it sees potential for further applications of its 3D-printing technology, including personalised sizing, arch support and exterior design preferences, though on-demand and personalised footwear are not currently offered.

Over the next three to five years, 2AM aims to become a leading name in 3D-printed footwear and fashion, while helping establish 3D-printed footwear as a category consumers actively consider when shopping for their next pair of shoes.

Beyond Malaysia, its five-year vision includes expansion into Southeast Asia and eventually Japan, with the brand ultimately wanting to be recognised as a technology and footwear brand that happens to be strong in fashion.