Batik On The Horizon – Fion Poon & Ferrelle
by Cecilia Tan
Everyone wants to hear a success story, but after much consideration and scrutiny, I can only say the defining moment for our success is when sales help set the criteria for expansion and the bonuses bring smiles to all our employees. The present economic environment will be a test for Ferrelle. We, at Ferrelle are under no illusion and will be monitoring our own progress carefully – FION POON
As a company, Ferrelle’s vision is very simple, that is to build Ferrelle into a brand with a very niche market. The greatest ongoing lesson for Ferrelle as an organization has been the formulation and evolution of its own sets of values. Clarifying values and finding self esteem have always been important areas of Ferrelle’s journey. Ferrelle’s vision has always been a collective effort. It is not just about the vision of its founder, but also the vision of its staff.
The journey has not been easy; it faces ongoing trials that provide good lessons, lessons that all businesses and businesspeople learn at some given time. In a specialized field like Ferrelle’s, the ability to keep learning and be innovative is as essential as having good management policies and forward-looking leadership. Hence, as a business entity, Ferrelle adopts a learning approach; it is always learning, trying to be creative and emulate the best in the industry.
Although batik is slowly presenting itself as a viable addition to the mainstream fashion industry, how Ferrelle incorporates batik into fashion depends very much on innovation, creativity and perseverance. Batik artists are always changing and adding more vibrant colours into traditional earth tones variants, and while certain styles and representation will always preserve batik as an art, the more colourful batik designs have inevitably crossed into mass colour print production. Looking at this, Ferrelle is experimenting and creating products from these colourful pieces of batik and hopes to create an awareness of its viability.
The questions for Ferrelle have always been this: How far can it preserve a tradition like batik without compromising its artistic form? How do you promote the artist and his work? Will an artist produce a thousand pieces of a similar work and still call each an original masterpiece? Ferrelle is always looking at opportunities to cooperate with artists and designers to realize its vision.
With its expertise, Ferrelle aspires to provide a platform to further introduce Malaysian batik into the competitive fashion industry. Shoes and handbags have always been essential parts to complete and compliment the fashion industry. In seeing the good potential of working together with artists, Ferrelle is putting specific batik designs onto shoes and handbags to showcase both talents and great artworks. Through this avenue, batik can present itself viable both as an art and a fashion trend.
Changing trends and a new consciousness in the fashion industry are also creating opportunities and possibilities to explore and experiment new awareness. Going ethnic, native and green are the ‘in’ thing today. Hence, Ferrelle is doing its best to incorporate materials that use natural dyes and natural fabrics, to ensure its products are environmentally friendly.
As its craftsman and designers are busy creating new products, designing beautiful things for women, the combination of style, comfort and quality has become the expected norm. Defining standards and its presentation are two important aspects in portraying the successful and discerning woman. True to its motto, “You are what you wear”, one of Ferrelle’s missions is to help make Malaysian batik more appealing both locally and internationally. If successful, then it too would have succeeded in promoting Malaysia as a brand.
