How Two Sisters Started A Streetwear Label From Their Bedroom | Singapore Hour

Wacky West: From University Side Hustle to Growing Apparel Brand

Key Concepts: Limited-run production, Illustration-based apparel, Brand collaboration, Family involvement in business, Creative freedom, Gen Z marketing, Side hustle, Brand tone & messaging, Visual inspiration, Micro-management vs. Big-picture thinking.

I. Brand Origins and Evolution

Wacky West began as an earring brand initiated by Diana and Iwani while they were university students, aiming to generate extra income. Initial pop-up sales at school proved viable, establishing a foundation for the business. Following Diana’s return from an exchange program, the brand underwent a significant rebranding, transitioning from earrings to apparel featuring Iwani’s illustrations. This pivot was driven by the desire to convey messages through clothing, not just for the wearer but also for those who read the designs. The first apparel collection, produced in a limited run of 30 shirts using their own funds, sold out within a week, validating the new direction. Currently, Wacky West averages 500-1,000 pieces sold monthly and continues to grow.

II. Operational Structure & Production Philosophy

Wacky West operates primarily online, supplemented by occasional pop-up events. A core principle of the brand is intentionality in production, specifically utilizing limited runs to minimize excess inventory and overproduction. The business has evolved from operating out of the founders’ childhood bedroom to a dedicated office/studio/warehouse space where all aspects of the business – design, brainstorming, inventory management, and order fulfillment – are handled. This growth in scale directly correlates with increased brand visibility.

III. Collaboration & Partnerships

A key driver of Wacky West’s expansion has been strategic collaborations. Their first major partnership involved placing their t-shirts in another brand’s store, which led to a surge in demand and opened doors for further collaborations. The founders emphasize seeking out partnerships with like-minded brands, often smaller operations run by individuals or small teams, fostering a mutually supportive environment. A current collaboration is with Woodside, a local oat milk brand, demonstrating a focus on aligning with brands that share similar values. Diana notes that these collaborations are often built on established relationships and a shared understanding of desired outputs.

IV. Roles & Working Dynamics

Diana describes herself as the “brain” of Wacky West, possessing a meticulous and business-oriented approach. Iwani identifies as the “heart,” leveraging her creativity to develop concepts, ideas, and illustrations. Their working styles differ significantly: Iwani tends to overthink, while Diana is more decisive. This dynamic, while sometimes leading to clashes, ultimately contributes to a balanced and effective workflow. They actively seek inspiration by visiting different cafes and changing environments to stimulate creativity, recognizing the importance of a fresh perspective.

V. Design Process & Brand Identity

The design process typically begins with a core message, followed by the compilation of visual references and mood boards. Iwani then translates these concepts into sketches, engaging in an iterative back-and-forth process with Diana. The brand tone is described as playful and witty, maintaining the core “Wacky West” illustration element. The collaboration with Outside (oat milk) focuses on celebrating “small movements” and making exercise accessible and fun for everyone.

VI. Family Support & Entrepreneurial Roots

Family plays a crucial role in Wacky West’s operations. Both parents work part-time, and the founders rely on family members for assistance with various tasks, including assembling pop-up displays (handled by their father) and retail support (provided by siblings). The founders’ entrepreneurial journey was initially sparked by childhood experiences accompanying their parents to community markets, selling goods and gaining early exposure to business principles. Their father encourages them to pursue their passions, believing that enjoyment is key to success.

VII. Marketing & Brand Awareness

Wacky West actively participates in creative festivals targeting Gen Z, such as Mercury Fest and Celest, to showcase their new collections and past season items. The brand leverages word-of-mouth marketing, with customers discovering Wacky West through others wearing their apparel. A recent campaign involved the founders modeling their own clothes for their sixth anniversary, photographed by a friend, Ryan, highlighting a comfortable and collaborative approach to content creation. This campaign aimed to celebrate small movements in collaboration with Outside protein shakes.

VIII. Future Outlook & Brand Philosophy

Wacky West intentionally avoids rigid long-term planning, prioritizing creative freedom and embracing opportunities as they arise. This approach allows for flexibility in collaborations and campaigns. The founders express a sense of surrealism regarding the brand’s growth, emphasizing their passion for the work and the fulfillment derived from seeing their designs worn and appreciated by others. Diana states, “Wacky west is sort of a direct reflection of where we are in our lives.”

Notable Quote:

“Sometimes we do get DMs saying like, 'Oh, um, they found out about our brand because they saw someone else wearing it.' That's really nice that it achieved our goal for the brand.” – Diana, highlighting the power of organic brand awareness.

Technical Terms:

• Pop-up: A temporary retail space used to create buzz and drive sales.
• Limited Run: Producing a small quantity of a product to create scarcity and demand.
• Mood Board: A visual collage used to convey the aesthetic and inspiration for a design project.
• Illustration-based Apparel: Clothing featuring original artwork or designs.
• Brand Tone: The personality and voice of a brand, conveyed through its messaging and visuals.

Synthesis/Conclusion:

Wacky West’s success story exemplifies the power of a strong brand identity, strategic collaborations, and a commitment to creative freedom. Starting as a simple side hustle, the brand has evolved through intentional production, a focus on meaningful designs, and a willingness to embrace opportunities. The founders’ complementary skills, coupled with strong family support, have been instrumental in navigating the challenges of entrepreneurship and building a brand that resonates with its target audience. Their emphasis on authenticity and passion underscores the importance of enjoying the journey while building a sustainable and impactful business.