Sometime by Asian Designers
Sometime by Asian Designers is a Malaysian bags and accessories brand founded in 2012 by Nicole Wong and Stan Chooi. It started online and now also runs stores in the Klang Valley.
| Founded | 2012 |
|---|---|
| Founders | Nicole Wong, Stan Chooi |
| Country | Malaysia |
| First store | The Gardens Mall, 2019 |
| Website | sometime.asia |
What is Sometime by Asian Designers?
Sometime by Asian Designers is a Malaysian label founded in 2012 by Nicole Wong and Stan Chooi. It began as an online-only business selling bags and accessories.
Products and positioning
The brand designs practical, everyday bags and accessories using materials such as synthetic microfibre leather and organic cotton canvas. A heavy-duty collection is made with 90% recycled plastic and grosgrain. Customers can personalise products through shadow embroidery and engraved plexiglass tags.
Collaborations are a core part of the label's identity. Partners have included:
- Malaysian designers Rizalman and Alia Bastamam
- Illustrator Kamwei Fong
- Designer Jason Wu
Distribution
After building its business online, the brand opened its first store at The Gardens Mall in Kuala Lumpur in May 2019, followed by outlets at One Utama in Petaling Jaya and IOI City Mall in Putrajaya in 2022.
Why it matters
Sometime is an example of a Southeast Asian digital-native brand moving into physical retail once its online community was established, while using collaborations with regional and international designers to keep its product offer fresh.
Frequently asked questions
Who founded Sometime by Asian Designers?
The brand was founded in 2012 by Nicole Wong and Stan Chooi.
What does Sometime by Asian Designers sell?
It sells bags and accessories, with personalisation options and designer collaborations.