In southern India, nool distinctly refers to yarn or sacred thread (All photos: Southern Nools)
As consumers become more informed and aware, it impacts everything they do — including how they wield their purchasing power. Conscientiously managed small businesses with a conscience have been nibbling at the market share of bigger, capital-heavy companies for a while now and what makes fortune swing in their favour is simple: The brand resonates. Consumers identify with the values presented by either the company or its founder(s).
Southern Nools, a small clothing line founded in 2016 by Anne Nathan, 55, and Evlyn Ambrose, 54, “over a warm cup of tea and chit-chat”, is born out of a simple dream to own a venture, an enterprise through which they can earn a meaningful living. “I once yearned to become a medical doctor,” shares Anne, “but life threw me a curveball when I was diagnosed with juvenile rheumatoid arthritis, which left me bedbound for six years. It took a knee replacement, a fused knee and two hip replacements to grant me a second chance to walk again — albeit not in the least like before.”
Although blessed with a sharp intellect — Anne went on to read law and later pursued a master’s degree in criminology with forensic psychology — job-hunting proved to be challenging and unfruitful. “So you can imagine how that simple cup of tea with Evlyn years ago to discuss what would become Southern Nools was a beacon of hope for me … a lifeline. Hence, a key pillar of the business’ mission statement is to give employment opportunities to the marginalised in society. My heartfelt gratitude goes to everyone who supported me on this journey. They will recognise themselves reading this,” she smiles.
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Almost never leaving Anne’s side and displaying a sisterly protectiveness, Evlyn agrees that “as a single mother myself, our dream is that somehow, some way, Southern Nools can be that breakthrough for other single parents and differently-abled individuals. I too had harboured a strong interest in Montessori education and wanted to further my studies in this field. I love children and it never ceases to amaze me how their pure and innocent souls have the power to fill our hearts with so much joy. I particularly love this quote by Walt Streightiff who said: ‘There are no seven wonders of the world in the eyes of a child. There are seven million’.”
Life, however, had different plans for Evlyn too. Undaunted, she says, “Paths may change but it has always been a dream of mine to do something that can inspire and hopefully bring meaning and significance later on. So it would be a dream come true indeed if our small cottage industry could be a sanctuary of empowerment for individuals hoping to carve a better life for themselves. And if we dare to dream even bigger, we hope to, one day, initiate an education fund for children in need as well.”
Still finding their way in what is undoubtedly a highly competitive industry, the duo took the big step of launching their retail website on Dec 1. “It definitely marks a milestone … after years of anticipation and effort. But it also reflects Southern Nools’ tagline: ‘There is a season for everything’,” muses Anne. “We know we are newcomers but our roots are starting to anchor and we are optimistic. Our goal is for gradual expansion by utilising tools like social media and, of course, our website to build up clientele and earn their trust.”
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Naturally, the pair strongly support fair trade and hope Southern Nools will be able to contribute towards enriching the lives of the artisans they work with by paying dignified wages and promoting sustainable economic development for marginalised communities and their families. Each piece of clothing represents hours of work by the brand’s pool of skilled tailors and artisans, a very human creation infused with dedication, artistry and a life positively impacted. Upcycling fabric scraps and working towards zero wastage and good sustainability are also part of their mission statement.
A quick browse online shows a small but well-put-together collection of wearable, versatile batik clothing, perfect for the tropical climate and ideal for all occasions, be it a festive open house or a night out on the town. Divided into a few key product categories, choose from The Cardigan (smart long batik overcoats), Summer Breeze Crop Top (sleeveless blouses in vibrant prints), Slim Line Sophisticate (form-fitting men’s short-sleeved shirts that are all the rage right now) and the Regal Kurta (beautiful loose, collarless tunics).
“Our clothes are for everyone. It’s not the biggest collection out there but we want to introduce our designs gradually, in part due to our modest working capital but also to ensure quality and style are maintained,” says Evlyn. “We want everyone to appreciate the uniqueness of our batik and also feel proud when wearing Southern Nools, a made-in-Malaysia brand. But we also like to remind ourselves that it’s not just about fashion. We like to think how each stitch tells a story of resilience, compassion and the transformative power to make positive changes even when life takes a different turn.”
It helps that it is easy to like what one sees on the website. “We live in Tanjung Bungah, Penang, and it’s called the Pearl of the Orient for a reason. We wake up to beauty every morning, beginning with the breathtaking sunrise and ending with the wonderful sea breeze in the afternoons. And from our apartment home, we can take in the vibrant hues of the sea that change almost hourly. So, immersed in this blessing, we want Southern Nools to capture our passion for this island,” she says.
The name itself reflects the founders’ wish to connect, forge bonds and create a community with those who appreciate their creations. “We embraced the name Southern Nools in tribute to the intricate craft and artistry inherent in threads, symbolic of interconnectedness and the age-old tradition of weaving. In southern India, nool distinctly refers to yarn or sacred thread. We’d like to think this is how our brand will make its way into the big fashion world, anchored by lovingly woven threads that intertwine cultural tapestry, craftsmanship and kinship,” says Anne.
Although these ladies have just begun their journey as clothiers and business owners, they share the same inspirations in the fashion industry. “As for Malaysian designers, we admire Zang Toi and Bernard Chandran, who made it big despite coming from humble beginnings, while internationally, it has to be Gabrielle ‘Coco’ Chanel’, as she personified vision and resilience. But if we had to pick a brand or company, we would choose Nike. Why? Because of its tagline, of course,” they chorus.
It makes perfect sense, after all. Created by two women in their fifties, one a single mother, the other differently-abled, Southern Nools embodies the very spirit of “Just Do It”. Besides, the thought of being dressed head to toe in a brand founded on such values brings to life the very idea of feel-good clothing, wouldn’t you agree?
This article first appeared on Dec 18, 2023 in The Edge Malaysia.
