My Own Words: Jon Max Goh
The Human Factor in Livingwear
Portrait of Jon Max Goh, 2021. Image courtesy of Jon Max Goh.
Sometimes it’s true what they say: “Be careful what you wish for.”
As a young fashion entrepreneur, you catch yourself gawking at the mountain of tasks ahead of you that you’re still behind on at 3am in the morning (night?), wondering why in the world you’ve chosen such an arduous path. But when I look back and think of the times I’ve said to myself that I wanted to have something I could call my own someday, I can’t help but realise and recognise that I’m living the life I had asked for... it just never quite looks the way one imagines, does it?
Pages of Jon’s moodboard. Image courtesy of Jon Max Goh.
When I graduated from Parsons in 2015, I was often asked whether I’d start my own label or produce another collection. Even back then as a fresh graduate, I was certain I would not start anything on my own. I think it’s one thing to be trained as a designer, and a completely different thing deciding to own and run a business. I knew that in order to run a brand or label of with greater peace of mind, I’d need a business partner or two who would understand and share the same values I do. I also needed more time out in the industry to learn and be exposed as a young designer to the intricacies of the fashion business.
Livingwear, Spring/Summer 2021. Image courtesy of Jon Max Goh.
Fast forward almost six years later, and here I am now as co-founder, Creative Director and Chief Design Officer at Livingwear, with my business partner Desmond Pheh whom I met serendipitously at the end of 2018. You could say our courtship went well. The reason we both decided to take the risk to partner up on this venture ultimately came down to these three key things: the first, a shared vision of the values we wanted to embed into the brand; the second, complementary skillsets we brought to the table that the other was lacking; and the third, our belief in building a human-centered business.
At the beginning of 2019, we didn’t have a lot figured out, but what we knew to be common–and what was the genesis of Livingwear–was that we wanted to make well-made, responsible and ethically produced clothes more available, and more accessible to a wider audience. Des and I spent countless hours after work (I had a full-time job then) and weekends coming together to share our greatest hopes and deepest fears with each other. We spent copious amounts of energy unpacking what the brand meant to us and what we could dream it to be five, 10, 20 years from now. We wrote, scribbled and waxed lyrical as we refined and clarified for ourselves who we were. Alongside that was an intense deep dive into our supply chain, speaking with industry advisors and mentors about the ins and outs and considerations we’d put in place to ensure we had as much information and accountability at our fingertips, from fibres to dyes to fulfillment.
Details of LW001, Livingwear, Spring/Summer 2021. Image courtesy of Jon Max Goh.
What you see of Livingwear today are the early efforts of a brand which has been around for a short blink of two years. At our core, we hope that our messaging and imagery will continue to support people in feeling represented in the many ways living and life play out for each one of us, that there is no singular, “right” way to live, and most importantly, that no one has life perfectly figured out. This is just the beginning.
“At our very core, we hope that our messaging and imagery will continue to support people in feeling represented in the many ways living and life play out for each one of us, that there is no singular, “right” way to live, and most importantly, that no one has life perfectly figured out. This is just the beginning.”
Our vision is to create effortless clothing that supports us through our exploration of human-ing each day, so we can spend less time thinking (about what to wear) and more time living, and living well.
Catalogue image for Livingwear, Spring/Summer 2021. Image courtesy of Jon Max Goh.
More than the process of designing and being able to put clothes I believe in out into the world, what gives me great joy working on Livingwear has been the journey of learning and understanding that a brand is something that is human, and alive. Over the last 2 years, I’ve done some human-ing and growing myself; as a founder, as a designer, and as a person. Because of the way I was raised at home and taught in school, I ask myself from time to time how I can lead with action, and lead with more empathy. What continues to astonish me is the constant reminder that a brand, and particularly a fashion brand is only possible with the effort of a team, a community, and a tribe. It comes alive from the numerous hands, minds, and hours of love, creativity and labour that go into creating who it is, what it produces, and how it presents itself to the world. It’s the amazing people I’ve had the chance to work with that have made this journey so fulfilling and exciting. Safe to say, it takes a village.
Campaign image for Livingwear, Spring/Summer 2021. Image courtesy of Jon Max Goh.
And so, some of my favourite discoveries – as a co-founder, brand owner, and designer – are thanks to them. Here are mantras -- and questions -- for myself that I’ll end off with to share with everyone:
Humans thrive with humans.
Our ‘A Team’ players need the stimulation and support from like-minded peers. They are the people who inspire each other, ask questions, learn, listen, and grow together. There are many creative, talented and brilliant folk out there, but putting together a team takes patience and effort. It’s our job as managers, directors, and business owners to create and maintain an optimal environment for the people who make up our teams. How do we ensure that each team member sufficiently feels creatively engaged, intellectually challenged, and emotionally supported to do their best work?
A brand is built and run by humans.
A point to remember and recognise that a brand is not perfect, static, regimented. Rather, it’s alive, changing and quite imperfect! Sometimes we stand in awe of the mechanical perfection of giant brands like Apple, Starbucks, IKEA, but at our size, and on the ground, while it is something to aspire to, I hope we never lose the fact that we don’t have to be perfect. How do we support a brand that is responding, learning, growing and shifting as the humans who run it do?
We are only as strong as our weakest link.
It is important to be attuned to the mental, emotional and physical needs of the team. While business and product are paramount to the survival of a brand, how do we put people first?
These are questions, because they are guidelines to be refined and redefined. I hope that the more we practise these concepts, the more they will come through in the work we create and impact the people we create with, and create for. Here’s to doing this for a long time to come.
About the Writer
Jon Max Goh is Creative Director and Chief Design Officer at Livingwear, where he oversees all creative, design and brand direction. Jon graduated Menswear Designer of the Year in 2015 from Parsons School of Design, The New School. He has worked for brands such as Jonathan Cohen, Altuzarra, Kenneth Cole, and Joe Fresh during his time in New York, and was part of the pioneering team to launch The Bridge Fashion Incubator (TBFI), Southeast Asia’s first fashion and fashion-tech incubator in Singapore. He is currently one of 5 winners of Uniqlo’s recent Sustainability Design Challenge in partnership with DesignSingapore Council, and his work is on display at Uniqlo’s store in Plaza Singapura till June this year. Jon is also one of nine semi-finalists in this year’s Singapore Stories competition organized by The Textile and Fashion Federation (TaFF).
Livingwear is a modern apparel company on a mission to design for a better world. Driven by curiosity and learning, we explore and experiment with sustainable material engineering, all whilst recognising and celebrating differences in life, bodies, people and ways of living. Experience a World of Difference(s)™ together.