The Exploration Of Androgyny
Her World Singapore|July 2020
Drawing from the whimsical world of Peter Pan for his S/S ’20 collection, Malaysian designer Edie Chung shares how his label Friesenguys is for curious folks with a sense of adventure.
Valerie Wong
The Exploration Of Androgyny

“Chamomiles symbolize ‘strength in adversity’, which is an underlying message in all my collections,” says designer Edie Chung.

The name “Friesenguys” may sound vaguely European, but it’s really a last-minute portmanteau thought up by designer Edie Chung the night before he sent his first set of lookbook images to the printers in 2018. Pronounced “free-zen guys”, it was inspired by Malaysian designer’s favorite food, fries, and the target for his first collection: guys.

Since its inception in 2019, the KL-based brand is proving to be a force to be reckoned with. Not only has it earned a feature on emerging designer platform Not Just A Label, scored appointments with major department stores such as Vermeerist Beams and Wall Harajuku in Japan, it’s also procured stockists in both Malaysia (Isetan) and Singapore (Superfreak Boutique) – all this with just one sewing machinist on his team and every piece of garment produced in-house. It’s no mean feat considering the amount of detail and handiwork involved.

The androgynous label’s aesthetic comes from a philosophy of designing in reverse: creating menswear from womenswear – taking traditionally feminine materials and combining them with masculine cuts that are comfy and easy to wear.

This story is from the July 2020 edition of Her World Singapore.

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This story is from the July 2020 edition of Her World Singapore.

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