JERTIH, July 24 — Starting with just a second-hand sewing machine in the living room about 18 years ago, the local brand Raw Denim House (RDH) has now solidified its position as one of the country’s premium denim manufacturers while also penetrating the international market.
Founded by three men from Jertih, namely Muhamad Aidil Akhyar, 40, Ahmad Safuan Nizam Kamaruddin, 38, along with his brother Ahmad Syukri, 43, the brand is on the threshold to enter the United States market through a supply agreement signed this year.
RDH, which was established in 2013, has now increased its production to 200 to 300 pairs of pants per month, compared to a maximum of 200 pairs previously, to meet the continuously increasing customer demand.
Muhamad Aidil said that the encouraging business growth prompted RDH to move to a new premises in 2024, renting two floors in a three-story shoplot in Jertih, compared to previously operating from one floor in a shoplot in another area of the town.
“This new premises not only provides a larger production space but also has a showroom on the ground floor to allow customers to see and purchase products directly.
“Although production capacity has increased, we still cannot meet the entire customer demand because sales are continuously growing through various channels including websites, Instagram, Facebook, TikTok, as well as participation in various sales events in different locations,” he said when met by Bernama at the RDH premises here recently.
Muhamad Aidil said that the increase in production capacity has never been at the expense of quality, which has been the brand’s main identity since its establishment.
“Each pair of pants is produced with the same meticulousness because customers appreciate the quality of the stitching, materials, and RDH identity,” he said.
Commenting further, he said the company’s development also opened opportunities for RDH to enter the corporate segment as it has now secured a contract to supply denim-based pants and jackets as uniforms to a leading hotel in Kuala Lumpur.
At the same time, he said RDH also recorded another significant achievement by signing an agreement with a trader in the United States to supply the company’s denim pants to that country, with the first shipment expected before the end of this year.
“This is a significant step for us to strengthen the RDH brand in the international market. Previously, our products were purchased individually by foreign customers, but this time it involves commercial supply to the US market.
“Among the factors that led the entrepreneur from the United States to choose RDH products for their sales is that each design and pattern of our pants highlights the philosophy of folklore, including rooster motifs and the character Hanuman (in shadow puppetry), in addition to being satisfied with the quality produced,” he said.
Muhamad Aidil said that the price of RDH products has now increased in line with the use of premium materials and the rise in production costs, with regular denim jeans being sold at prices ranging from RM389 to RM550 each.
He said that for the special edition produced in limited quantities using exclusive fabric and premium finishing, the price can reach RM1,000 each.
Reflecting on the company’s journey, he said RDH started by offering denim alteration services before creating their own designs using leftover fabric for personal use.
“The support from friends has given us the confidence to expand the business. We are now producing pants on a custom-order basis before transitioning to a ready-to-wear concept as demand increases,” he said.
Even more impressive, the three RDH founders do not have backgrounds in sewing or fashion design; instead, they learned these skills on their own through reading, the internet and experience.
Muhamad Aidil also said that one of the secrets to RDH’s success is the commitment to producing high-quality products using premium fabrics and maintaining a local identity through design touches that incorporate elements of Malay culture.
“We want every RDH product to be more than just denim pants, but to have artistic value, identity, and quality that can compete with international brands,” he added. — Bernama
