Commodifying Comfort with Motherchuckers
Jane Chuck and Loungewear in Malaysia
Campaign image from the Holiday collection. Creative production by @frenss.studio. Photography by @birdycantfly.
I will paint you a visual with words: an oversized sweatshirt that cinches at the waist to give the wearer a flattering silhouette with shorts thrown on. Also featured as part of the outfit: dainty artisanal jewellery, suede clogs and a vintage luxury bag on a weekly matcha run. The sweat set is from Motherchuckers — a lifestyle label owned by influencer Jane Chuck who has over 500,000 followers on Instagram — offering premium loungewear in limited drops. Within plenty of Instagram-friendly circles, this is what a young creative looks like.
As a fan turned collaborator of Motherchuckers, I am curious about the elements that make them a cult label, and I spoke with Jason Alexander Pang, Merchandising Manager, to find out about what goes into creating appeal for the loungewear brand.
Model wearing the Seafoam Jumper and Shorts from the Homebody collection. Creative production by @frenss.studio. Photography by @birdycantfly.
Homebody campaign image featuring Jane Chuck, owner of the label. Creative production by @frenss.studio. Photography by @birdycantfly.
Jane’s substantial following was not a surefire indicator of the success of Motherchuckers. Jason was brought on as a production manager with 10 years of experience in the fashion industry, and he needed empirical results from ground zero. As a litmus test for how Jane’s existing audience would respond, the label began as a merchandise line built upon Jane’s already successful skincare line, Chuck’s. “For Valentine’s Day in 2020, we conducted a trial run with 2 SKUs of 500 units in total. We sold out in 24 hours with minimal marketing. No photoshoot, no nothing; we only documented the process,” recalls Jason. “I remember telling Jane, ‘I think you’re on to something.’
Behind the scenes for the Motherchuckers Homebody collection shoot. Image from @jasonalexanderpang.
Jason identified an opportunity in the local market to do things differently. “There’s a formula for a launch: do certain SKUs and proper photoshoots with good-looking models. The output: polished images that feel distant and unrelatable, and a sudden drop can make the process feel inorganic and lacking in interaction,” explains Jason. Instead, for the launch, the team created interactive content for an already curious, ardent audience to participate in Jane’s journey into fashion. “We conducted giveaways and rented courier vans to hand-deliver products. There’s a personal touch when we showcase the people behind the scenes. We’re not the first to do it, but I can say we’re the first in Malaysia.”
Campaign image for the Motherchuckers Sports collection. Creative production by @frenss.studio. Photography by @birdycantfly.
When thinking about loungewear or athleisure hybrids, Sporty & Rich by Emily Oberg, known for its collegiate, “90s-and-Nike” aesthetic come to mind, and Jason notes that Motherchuckers is frequently compared to the brand. He observes that each brand in the category has its unique selling point: Skims for the woman who embodies her femininity, for example, or Pangaia for their technological advancements in product development. “You can copy their image, but you cannot copy their ethos. Sure, you can buy a knockoff of Sporty & Rich, but it misses the point because you’ll never get to fully enjoy what the brand represents. It’s not the same.” The idea of a brand is almost self-explanatory: it is not the tangible form of garments that makes the brand, it’s also the emotional and social attachment. Where Motherchuckers differentiates itself is through strategic adaptation in its offerings. “People ask me ‘How do you sell sweats in a tropical climate?’, and I think that’s a misdirected challenge. These brands I’ve referenced all cater to a specific geographical market. The fleece lining in say, a basic Champion sweatshirt is meant for spring and fall. We don’t need that, so we pick fabrics without it. It’s not about how you sell sweats in Malaysia; it’s how you redefine how someone should wear it in a tropical country.”
“It’s not about how you sell sweats in Malaysia; it’s how you redefine how someone should wear them in a tropical country.”
Campaign image for the Motherchuckers Sports collection. Creative production by @frenss.studio. Photography by @birdycantfly.
The brand makes effortless look easy, but there is far more than meets the eye. “This is the golden formula: the product is only 30% of the brand, and the other 70% is how we sell it to the customer,” Jason explains. Other than polished, youthful approaches to the brand’s imagery conveyed through campaigns and other content, Motherchuckers does not depend solely on its owner’s clout to extend its reach. The team also enlists a band of regional content creators for an omnichannel approach. “A lot of faith is needed because the results are not instant. I, however, look into the long-term benefits we can reap and look at how the people we work with can, as a group, help build the brand.” This does not only apply to those they engage with to promote the brand; Jason considers those who participate in their creative process as influencers as well.
As a smaller label, starting up is always the hardest. “Having a couple years of experience prior to starting up a label definitely helps,” says Jason. “I know what works, what doesn’t and am better connected with essential contacts and the technical requirements while learning along the way.“ He adds, “ It’s a constant dynamic conversation between finance, creatives and sales.”
Here are a few takeaways from my conversation with Jason: planning is paramount, there is no need to rush, and always work within your means. As creative spirits who resist stagnancy, the Motherchuckers team’s next step is scaling up within the region, but they are not too concerned about making it happen immediately. Like their fans, they know that creatives need time to do nothing, and that weekends are meant for lounging.
About the Writer
Some say nosy, he says curious. LingJie Tuang is a writer who observes his surroundings with an insatiable kaypoh (busybody) mindset to unravel the know-why’s and know-how’s of his subject matter. With a primary interest in fashion, arts and popular culture, early years spent with Internet access and excess have fueled his fascination towards what’s beyond the glossy output—the processes and people involved. When he’s not busy gathering willpower to execute his ideas, he’s probably saving memes off Twitter. Find him at @kindasorta.cool on Instagram.