What comes to mind when you think of Motherchuckers? A young loungewear brand that emphasises comfort-focused separates? A cheeky albeit smart play on words? Or perhaps an extension of the budding brand empire set forth by founder Jane Chuck?
Motherchuckers is so much more than all that – the label knows its customers want and have mastered the art of branding. Motherchuckers have their fingers on the proverbial pulse of Malaysian consumers and BAZAAR speaks to Jason Alexander Pang, the brand’s merchandising manager, to find out more about how this brand has successfully redefined how we approach elevated staples.
How does MotherChuckers aim to make its mark on the local fashion landscape?
Jason Alexander Pang (JAP): Instead of reinventing the wheel completely, we’re constantly adapting ourselves in the ways we operate Motherchuckers. We try to change how local brands market their product. Rather than using conventional marketing channels, we acknowledge that social media speaks to our target audience the most. Even for on-ground activations, we understand that social media plays an important role in amplifying our presence. This is why we create spaces – both online and offline – that spark joy and conversation.
What are customers buying into when they purchase a piece from Motherchuckers?
JAP: A majority of our customers are between the age of 25 and 40 and a mix of Gen Zs. While our offerings can be easily translated across all age groups, we play to our strengths in communicating with a segment we are most familiar with – ourselves and individuals with like-minded interests regardless of their background. When purchasing a piece from Motherchuckers, the value we aim to create goes beyond the tangible garment – it’s about the creative vision based on a lifestyle that inspires us.
Although founded by Jane, our goal at Motherchuckers isn’t just to reflect her personal style. As fans of pop and youth culture, we keep our fingers on the pulse of current happenings to convey something aspirational, yet not too far-fetched from reality. This is visible through the imagery we create, both from the brand and through the content creators we work with. A piece from Motherchuckers means being part of a community that is creative and current.
Can you tell us a bit about the pieces available at Motherchuckers and how it links back to the overall Chuck’s brands of cosmetics and jewellery?
JAP: We consider ourselves a merch line that could potentially offer everything besides skincare – that’s Chuck’s role! It’s always going to be an extension of the lifestyle we’re curating. Customers can expect bags, jewellery, shoes, and beyond.
The first step in our design process is to assess the wants and needs of our customers. As we’re now opening up to experiences outside of the home, we’ve looked at how our relationship with clothes has evolved – it’s loungewear, but this time it takes on a classier spin. Jumpers become short-sleeved tees with dropped shoulders.
New designs also consider the wardrobe of our audience and how we can help them build a collection that feels authentic and effortless. Jazz up your classic pieces with a little sparkle – meet our Chuck’s Silver and Gold Cosmos pendants.
Chuck’s and Motherchuckers work hand-in-hand like a curated guide for a wellness-led lifestyle. We don’t expect our customers to consume everything we put out there, but we aim to establish ourselves as reliable tastemakers. Follow us on this journey, pick and decide what suits you best!
What are the overall aesthetic and brand values of MotherChuckers?
JAP: If we had to describe ourselves, it’ll probably be elevated classics. It’s timeless silhouettes with a contemporary flair – think colours and cutting. We are often cheeky, sometimes preppy. We’re always cosy, always comfortable. Our latest collection, Motherchuckers Sport: the Country Club Edition is the perfect example of showcasing these values.
At Motherchuckers, we want our audience to wear the clothes, not the other way round. Consider it something that gives you a bit of extra sparkle to let your personality shine, even if you’re just headed to pick up a loaf of bread from the grocery store.
How does Motherchuckers market themselves to Malaysians?
JAP: We create conversations that are relevant and exciting. By working with a range of content creators across the spectrum – from fresh-faced personalities to industry juggernauts – we get to demonstrate that our offerings can seamlessly integrate into their lifestyles. We want to capture the ease and joy associated with putting something that gives you a little extra pep in your step.
Is Motherchuckers making strides for inclusivity and sustainability?
JAP: Ease and comfort are qualities we strive to provide to all our customers. With easy-to-wear silhouettes, there isn’t an ‘ideal Motherchucker’, it works for all. Actively collaborating with content creators across different backgrounds offers us an opportunity to represent our diverse range of customers.
Sustainability is an ever-growing, ongoing conversation. We try to work with ethical, sustainable suppliers and reduce the need for plastic in our packaging. From a design standpoint, we aim to create clothes that our customers love and last. We believe that this would establish both an emotional and practical dynamic between our garments and the wearer, ultimately reducing the need for unnecessary purchases.
How does Motherchuckers aim to adapt loungewear and athleisure during this endemic phase when more people want to dress up and go out now?
JAP: Product and market research comes into play. As we grow as a business, we pay attention to the ever-changing needs of our customers. We modify the cutting and materials to suit their needs best. For instance, the Big Boy Short Sleeve Polo Shirts from this collection are a preppier spin on everyday classics that will not look out of place at home or outside. It sticks to our cosy aesthetic but also caters to our customers’ current need to be dressier these days.
Consumer education is also a big part of our strategy. Sweats and tees have been around for ages, but educating our audience on ways to dress up and down with our pieces creates an opportunity for them to explore new ways to style themselves.
Where do you see the future of Malaysian fashion heading?
JAP: We’ve got a diverse range of talent that goes to show the dreams of starting something original in our scene is possible. Names like Against Lab., Phyn Studio and Caro Chia come to mind, with each designer reflecting a different facet of brilliance.
The future of Malaysian fashion is bright but not without tribulations – as a scene that is still finding its identity on the world stage, we’ll be able to collectively launch the industry into the stratosphere when we refine our technical know-how in operations. Good designs are the basis of a fashion label, but every other process to expose, educate, and commercialise our offerings to the audience is currently our biggest learning curve.
Motherchuckers isn’t an overnight success. We continuously inspire ourselves with businesses like Joe Chia and Motoguo as case studies and reflect on our past trials for ways to improve. We’re also a work in progress.
