![[New] Aleaf Apparel Store](https://aleafapparel.com/wp/wp-content/uploads/2024/09/aleaf-apparel-logo-Colour-e1726231103263.png){kind=logo}
Every business has its own story of how it came to be, and the establishment of Aleaf Apparel came from quite a tale; what started off as a final year project has bloomed into a side-hustle, dealing with more than just the items handled during the project.
Aleaf Apparel’s main selling point are woven bags that have been splashed with innovation from the modern era – by turning them into sling bags! But how exactly did this idea come to be, and how did woven bags come into the picture?
The Beginning
In 2023, the founder – Alif – and his group members had been assigned to Kampong Bebuloh in the Brunei-Muara district to identify which parts of the local specialties by the village’s MPK (Majlis Perundingan Kampung, or ‘Village Consultative Council’) can they improve on as part of their business project. The products offered by the MPK were traditional handicrafts such as Beg anyaman (woven bags), Takiding, Nyiru, Bakul, wooden crafts and many others. Out of the many products offered, the group had decided to focus on woven bags as it was determined to be the most profitable product by the MPK. Thus, after seeing that there is potential in the woven bags to tap on new markets, they decided to proceed in making it stand out more amongst competitors.
The Process
Most of the youth these days wear sling bags around their torsos as it is an accessory that is easily customizable, thereby marking these youth – the target market for this new idea.
The headlining keyword for this change was ‘modern’, thus the idea started off by determining the main colors of the woven bags into a choice between the monochrome spectrum of black and white, instead of the variety of colors normally seen with woven bags. A zipper had been added for security and a sling strap to easily drape the bag around the body.
But those weren’t the only new elements that were added to the bag. The group decided that the new additions weren’t enough, and thus proposed a unique feature: detachable design patches. A design patch can be placed onto a Velcro patch that is stuck on the woven bag for this purpose. The user can switch out the design patches to match their current outfit, giving them the control of choosing what vibe to give out. The design patches also double as a thin inside pocket, for small and lightweight items such as keys and thin dollar bills.
Here’s the catch: that extent to how users can customize their bags doesn’t stop there. Aleaf Apparel also has a variety of embroideries that users can stick or iron onto their design patches, giving them more control over their aesthetics. The current line of embroideries covers a wide range of cartoons, flowers, patterns and more options that can be surveyed on this website, not limiting the user in how they wish to express themselves.
Alif also mentions that the inspiration for these came from the still-trending Crocs Jibbitz, where users can customize their Crocs to match their outfits.
Contributing to the idea wasn’t only by the group members, the MPK but also the public. As in the same year, the group had participated in the Futurebrands’ IN:STALL Ramadhan pop-up event where they displayed their prototype design to the public. Through this, not only are they raising awareness on how woven bags can be innovated but also gathered the public’s input and suggestions on how to improve them better.
Project Turned Side-Hustle
Normally any academic projects remain just as that – projects, and never to be seen after. However, the founder wanted to pursue managing it beyond just for a four-month long assignment. In 2024, Alif had legitimized the business whilst still pursuing higher education with woven sling bags being one of the many assortments of products. He believed that having a side business allows him an opportunity to apply the knowledge he had learnt so far as a business study. Truly, what better way would it be to learn than actually practicing the theories?
Though this certainly provides a different set of experiences. Compared to the project period where tasks were delegated among group members, this time the business is run mostly individually. Alif especially noted that marketing the products is tough, as it isn’t one of his strengths, but comments that managing the work individually is more convenient.
Aleaf Apparel in the Present
Currently there is a wide selection of items available on the website. Not only are the woven sling bags available, but also the classic, traditional woven bags from Kampong Bebuloh alongside the design patches, embroideries and accessories by JHS Crafts: tasbih, rings, bracelets and key chains – all skilfully handmade.
You may even stumble and meet the founder in the weekly Thursday Tamu Tutong, where it is easier to see the products up close, and maybe chat him up?
We hope to see you adorn one of our many items!