Thread Talk is a series venturing into a designer’s inner workings and thoughts. Today, we have April Ng, the designer and brand owner behind The WES Studio. With impressive storytelling and strong brand identity, The WES Studio finally opens its door in the heart of Kuala Lumpur.
Walking in the Petaling Street area can be an extreme sport, dodging puddles, ducking makeshift tents that are awkwardly positioned along the streets—but The WES Studio is an oasis amidst the noise and the haste. Greeted by the endearing chime as I pushed open the glass door, the imagery of The WES Studio became vivid in my mind; raw walls against the garments placed on the wooden shelves and wood deck floor that creaks as you walk, it is no longer a mere “minimal fashion brand” with “slow living aesthetic” that I’ve been following for years on social media.
“The idea of slow living and slow fashion became important to me not all at once, but gradually as I started understanding myself better,” the founder of the brand, April Ng confessed. “Over time, I realised I didn’t enjoy having too much, not just because of practicality, but because it created unnecessary noise in my life.” Minimal, for the longest time, has been a buzzword that’s been overused in the fashion context. It is often associated with deductions in sartorial choices—fewer ornaments, white-black-grey palette and vanilla imagery. Some appreciate it, but most of the newer generation on social media have mixed feelings about it.
There have been too many misunderstandings and misconceptions on this term, and to Ng, the goal with The WES Studio is to showcase what “minimal” truly encompasses. “It’s about being intentional,” she explains. Truth be told, minimal and slow fashion is not a novelty in Malaysia. As the scene grows, we are blessed with local fashion brands that champion this concept, but what really caught my attention is the consistency of the brand ethos. The Upcycle Model, for example, is taken seriously and thoughtfully—it’s rare in times where greenwashing is rife and environmental commitments are treated as a form of performative marketing. The upcycled pieces—which I proudly own—are made as carefully as all the other hero pieces of the brand, to which Ng later revealed was a challenge to stay on track with.
While creativity is precious for a designer, the ability to be introspective is another achievement to unlock. From our conversation, it’s clear to me now how the brand stays coherent after years, for Ng herself has been taking her time off intentionally to reflect and look within. Ahead, we spoke to Ng on her experiences as a brand owner and what has changed after opening her first physical store.
Has fashion always been something you envisioned yourself doing?
Fashion wasn’t something I envisioned myself doing when I was a kid—I was more into design, creating arts and crafts. What led me to start a fashion brand was simply the need to earn a little extra on the side. I came from a modest family, and I witnessed the struggle my parents went through to support four children. As a young girl with her own needs, I thought of becoming more independent by earning my own pocket money for shopping.
I started my small business as a reseller on Facebook when I was still in school, earning just a few bucks in sales commissions. Sourcing clothes comes into the picture eventually because growing up in Kelantan, there weren’t many options available in a relatively conservative community. The pieces listed on my Facebook shop page were things I wanted for myself, too. As the business grew, it became a platform where I could share what I loved with my followers, and clothing naturally became the medium I felt most connected to because it projects a person’s personality.
It was “The Minimal” at first, later rebranded to ‘We Enjoy Simplicity’ and recently adopted the acronym as ‘The WES Studio’. It was a tagline, but now a brand name because I felt it encapsulated our core intention. It’s a reminder that simplicity can be a source of joy, not just a design choice. For me, it means creating pieces that feel honest, purposeful, calm, yet expressive. The idea behind the brand is rooted in our belief that simplicity isn’t just about doing less, it’s about being more intentional and choosing what truly matters, finding joy in that clarity, both in design and in life.
First concept store after seven years—what led to the decision to venture into a physical store after being online or doing pop-ups for years? Are there any major differences between these business models?
I realised that while people know about The WES Studio—how we are all about simplicity, it’s interpreted not the way I intended for the brand to be perceived. Simplicity itself is a mindset, and a mindset is not tangible. Over the years, we’d translate this mindset through our products and digital visuals, but they are not without limitations: these pieces needed to be felt and tried on, and digital content has restrictions when it comes to engaging the human senses. That’s why having a physical space matters, it allows us to project the idea of simplicity through objects, decor, interior design, even scent, something people can feel instantly the moment they step in.
Of course, there are major differences between running online and offline. Online, we’ve always had full creative control over visuals, messaging, and product storytelling, all within the screen. But going offline introduces a whole new layer of complexity. It’s about space curation, creating a space that physically reflects our brand, offering face-to-face customer service, managing day-to-day operations like cleanliness, ambience, product display, and even solving staffing challenges in real time. These are things our team had little experience with, so it’s been a learning curve.
But at the same time, it’s also very rewarding. The offline space allows us to communicate WES values through all five senses: sight, touch, sound, and even scent. When someone steps into our space, they don’t just see our brand; they feel it. That’s something we cannot replicate online. We get to witness real reactions, interact with our community directly, and build a more emotional, human connection. It pushes us to think more holistically about the experience we’re offering, not just the product we’re selling.
The theme for your 7th anniversary is “The Modern, Gentle Wanderer”, how did that come about?
Every year, I take time to reflect on where I am mentally and emotionally. This helps me to calibrate and realign the brand’s message with what I’m personally going through. Last year, I was experiencing burnout from the constant cycle of maintaining and growing the brand. I took an impromptu trip to Japan, and during that time, I realised that rest isn’t something that’s handed to you; it’s something you have to consciously choose and own. That realisation inspired the theme “The Modern, Gentle Wanderer”.
It reminded me that in today’s world, we’re all wanderers in some way, constantly moving and figuring things out. But rest will not be waiting hand and foot for us at the next stop; it only happens when we decide to pause. And a gentle wanderer is a mindful one, someone who understands when it’s time to slow down, reflect, and recharge.
What do you believe draws people to the brand?
My partner and I have always enjoyed photography and videography, and we’ve taken the visual storytelling of the brand into our own hands because we genuinely love the process. It’s not only a medium for us to project our creativity, but it also allows us to bring our vision to life and show how our products fit naturally into routines. I think what draws people to The WES Studio is not just the aesthetic we create, but also the messages behind each product; they feel relevant, personal, and emotionally grounded. On top of that, our designs are made to feel effortless while still standing out with a quiet yet unique personality. There’s a subtle strength in that simplicity, and I believe people felt connected with it.
The WES Studio has an ongoing commitment to sustainability through the Upcycle Model and prioritising smaller-scale production. What motivated you to implement this?
It’s just an idea that stemmed from reducing waste. Over time, I noticed that some stock would arrive with defects—not entirely unusable, but not sellable either. It’s such a waste to simply discard or recycle them, so we began breaking them apart and reimagining them into entirely new products. That’s how our Upcycle Model started back in 2021. It’s a way for us to give these materials a second life, turning flaws into features and creating something purposeful out of what was once considered imperfect.
What’s been the biggest challenge for The WES Studio to date?
I think the biggest challenge for WES has been balancing creativity with sustainability, not just in terms of the environment, but also in a way that’s mentally and emotionally sustainable for the team. As an independent brand, we wear many hats, and it’s easy to get caught in the cycle of constant output. At times, I’ve felt the pressure to always have something ‘new’ to say or show. But the real challenge is to stay rooted in our values, to grow without losing the essence of why we started: simplicity, intentionality, and emotional connection. Learning to grow mindfully, not just quickly, has been both the hardest and most meaningful part of the journey.
What is something that you have always wanted to do with the brand, but currently lack the resources to do so?
My partner and I always wanted to create an immersive physical space, not just the current retail store, but a huge concept space where people can feel the essence of WES. A place that brings together design, scent, sound, texture and maybe even taste, where simplicity is not just seen but experienced. Something like a bungalow life concept boutique store, or maybe a lifestyle gallery or a calm retreat in the city.
We would also love to explore new lifestyle categories that align with our brand philosophy. We’ve always been more than just a fashion brand; WES is about a way of living, so I’d love to venture into homeware, scent, or even wellness-related products. These are all extensions of the calm and intentional lifestyle we try to express through our existing collections.
Right now, we’re still restricted by the limited resources, especially in terms of space, team size, and operational capacity. But I truly believe that when the time is right, we’ll be able to bring that vision to life.
As you’ve gone through the ups and downs of the game, what’s one of the biggest mistakes you’ve made, and what have you gleaned from it?
One of the biggest mistakes I made early on was trying to do everything myself, thinking that if I just worked harder, I could carry the brand on my shoulders. But over time, I realised that growth doesn’t happen in isolation but only when you start trusting others, building a team, and collaborating with the right people who have the resources or expertise you might not have. Learning to delegate, ask for help, and work with people who complement your vision was a huge turning point for me. It taught me that doing it all alone isn’t a strength, but building something together is.
What’s next for you and The WES Studio?
We’re entering our 8th year, and I feel like it’s a moment of realignment. What’s next for WES is to deepen our philosophy, not just through products, but through meaningful experiences. We want to create more intentional spaces, form thoughtful collaborations, and continue building a community that connects through shared values, not just aesthetics.
On a personal level, I hope to explore new ways of storytelling, perhaps through travel-inspired concepts—I love travelling, even though I don’t get that many chances as a self-grown business owner—or creative workshops. I’m also looking forward to growing the brand internationally, slowly and sustainably, while staying true to the essence of what WES has always stood for: simplicity, honesty, and emotional resonance.
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