When Kreasi Indah, a long-standing traditional batik store, was on the brink of closure, three former schoolmates—Eugene Lee, Shayan Roshan, and Lim Jian Hong—saw more than just a struggling business.
Fuelled by a shared passion for fashion and heritage, they saw an opportunity to preserve a piece of Southeast Asian culture; hence, the trio stepped in to keep it alive, despite juggling full-time jobs of their own.
Now, they’ve overhauled the brand with a fresh vision: blending modern design with time-honoured batik craftsmanship to appeal to a new generation of consumers.
Overhauling a long-standing business
Kreasi Indah was first established in 1999 at the old Tanjong Katong Complex and later moved to KINEX Mall in 2023. But as rental costs doubled, the former owners chose not to renew the lease.
Previously, the store primarily sourced its products, ranging from batik masks and bags to clothing, from suppliers in Johor Bahru, Kuala Lumpur, and Jakarta. Most of these items were mass-produced, with little to set them apart.
Hence, Eugene, Shayan, and Jian Hong set out to reinvent the brand. Since taking over in December 2024, their new focus has been on authentic, handmade batik pieces that honour traditional craftsmanship while remaining modern and accessible in price.
The trio completely overhauled Kreasi Indah’s product line to align with their vision.
To ensure the quality and authenticity of the brand’s products, Eugene works closely with small-batch artisans in Indonesia. He spends months handpicking the right tailors to ensure quality and authenticity.
Often accompanying him is Shayan, who also oversees daily operations and inventory. Meanwhile, Jian Hong organises photoshoots and manages logistics and marketing.
Today, Kreasi Indah’s modernised clothing line primarily focuses on men’s wear, featuring short- and long-sleeve batik shirts, mandarin-collar styles, and batik-accented polo tees.
The women’s collection currently only includes skirts and blouses, with plans to expand into pants and dresses in the near future. “I want batik to be as versatile as any wardrobe staple,” Eugene said, adding that prices for the brand’s clothing generally start at S$50.
To further elevate their offerings, Eugene pursued sewing courses, equipping himself with hands-on knowledge of garment construction.
Customers can now select from a range of batik fabrics in-store and have Eugene tailor custom pieces to their measurements. Each piece takes approximately three weeks to create, from drafting to final fitting.
And for clients seeking more premium bespoke pieces, Kreasi Indah partners with Harioms Tailor, a renowned Jakarta-based tailor, to craft custom batik shirts made from higher-end materials and intricate detailing.
In addition, the co-founders recognised early on that surviving in today’s retail landscape meant going beyond brick-and-mortar. They’ve since revived Kreasi Indah’s dormant social media accounts, launched a new website, and partnered with Yuu Rewards Club to broaden their reach.
Today, the brand is steadily expanding its presence on Instagram and Facebook, and the trio has also recently started hosting TikTok livestreams to engage with more customers.
Business hasn’t been easy
Overall, Eugene claimed to have invested nearly S$150,000 into the research and development, as well as inventory and rental costs for Kreasi Indah.
However, despite the trio’s efforts, business hasn’t been easy thus far. Compared to previous years, sales have dropped, and profitability remains elusive.
Still, Eugene, Shayan and Jian Hong remain undeterred. “This is a passion project. We didn’t go into this expecting to strike it rich overnight.”
We knew it wasn’t going to be easy. But some things are worth saving.
Eugene Lee, co-founder of Kreasi Indah
They attribute the decline partly to the store’s current location, which experiences lower foot traffic than its previous spot near the bustling Geylang Bazaar.
Additionally, rising living costs may have prompted many Singaporeans to shop for batik clothing across the Causeway in Johor Bahru.
To overcome these hurdles, the trio is considering relocating. However, with high mall rental prices proving to be a major barrier—a struggle that many small business owners in Singapore can relate to—a more cost-efficient industrial space may offer a viable alternative.
They also hope to explore B2B opportunities to expand their revenue streams, including supplying batik uniforms to hotels and businesses.
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Ultimately, Eugene, Shayan, and Jian Hong believe that quality batik should be accessible and normalised as formal wear.
“In Singapore, where so many of us trace our roots to diverse diasporic Asian communities, what better way to honour that than through what we wear?”
You can browse Kreasi Indah’s collection and find out more about the business here.
- Read other articles we’ve written on Singaporean businesses here.
Featured Image Credit: Kreasi Indah
