Interview: Will Lim shares the stories behind the local brand, DOUBLEBACK
DOUBLEBACK is an audacious brand that challenges the status quo, defies norms and reshapes the core of streetwear fashion.
Amidst a world of passing trends and ephemeral styles, DOUBLEBACK rises as a steadfast emblem of originality — a testament to fashion’s enduring influence. This local brand transcends being merely a label; it embodies a culture, an attitude and a jubilation of individuality and self-expression. Every meticulously crafted garment serves as a canvas, allowing the wearer to weave their distinctive narrative — a fusion of personal style and fearless attitude. The brand’s DNA is entrenched in the vibrant pulse of street culture, seamlessly blending with a touch of refined luxury.
We had a chat with the founder and designer Will Lim about the brand and the stories behind it.
Can you tell us about the inspiration and motivation behind starting DOUBLEBACK?
My goal is to bring designer pieces within reach for everyone. Currently, designer clothes may appear distant to many, and there’s a misconception that Malaysia lacks fashion taste or style. I believe it’s our responsibility to transform these opinions. Our team is dedicated to this cause, and this commitment propels us to consistently deliver innovative designs.
How do you divide the job scopes in DOUBLEBACK?
I attend two to three meetings daily. The design and pattern- making teams collaborate closely on the new collection. I coordinate with the creative team for campaigns, content, photos and videos. After finalising sketches, the styling team decides on colour coordination and new accessories. I attend all meetings to ensure a comprehensive understanding of the collection. Despite the professional discussions, our meetings are mostly fun and lighthearted.
What do you believe are the most important skills and qualities for a successful fashion designer and brand founder?
While not deeming myself successful, I immerse myself in diverse situations to understand perspectives — from those who may not appreciate our designs to those struggling with selecting good designs, and who crave uniqueness. Balancing diverse preferences while maintaining meaningful connections guides my approach, staying receptive to all possibilities and recognising problem-solving as integral to a designer’s role.
In my role, I consistently foster creativity and remain prepared for the next idea. I view creativity as a practised skill, questioning every aspect of daily life for value, enabling continual self-discovery. This constant introspection brings me closer to myself daily, equipping me with the ability to stay creative in my work.
Walk us through your creative process. How do you go from a concept to a finished collection?
In our studio, adhering to the golden rule means staying true to genuine concepts derived from real feelings and experiences. A recent example is our “Accidental” collection, inspired by a piece of chewing gum accidentally stuck on my jeans — a chance encounter that prompted reflections on forgiveness. We meticulously extract every essence from the concept, reliving emotions and exploring various angles to manifest it in our clothes.
Once the concept is set, we dedicate a month to designing and pattern-making, handling all samples in-house. With our intricate designs, production takes about two to three months. Simultaneously, the creative team crafts campaign ideas and prepares for the photoshoot upon product completion. Meanwhile, the design team is already sketching ideas for the next season. Our ambitious goal is to release six collections a year, maintaining a tight schedule that ensures a constant flow of creativity.
What sets DOUBLEBACK apart from the other streetwear brands?
Originally immersed in the realm of high fashion, surrounded and inspired by designers like Maison Margiela, Gareth Pugh, and Issey Miyake, street design was not a topic of discussion during my school days. DOUBLEBACK merges luxury and streetwear elements, yet we don’t strictly align with high fashion or street culture. What sets us apart is our refusal to confine ourselves to either category.
