Some people are content with following the conventional career path, but not Stan Chooi. The co-founder of Sometime by Asian Designers felt something was missing in his life while working in the marketing and branding world. He wanted to create something bigger, something that had meaning. That ‘something’ turned into Sometime, a brand that has redefined designer bags in Asia.
Stan Chooi & Nicole Wong, Co- Founders of Sometime By Asian Designers.
Source: Sometime
A Leap of Faith
Stan didn’t come from a fashion design background. In fact, he knew nothing about making bags. What he did know, however, was branding and business. Over a casual conversation with his friend, now business partner and wife, Nicole Wong, an idea began to take shape. Nicole, at the time, was a product specialist who advised designers behind luxury brands in designing and producing their collections. With her expertise in product development and his strength in branding, they saw an opportunity. What if they could create high-quality designer bags that were not limited to the elite? What if they could offer designer craftsmanship at a fraction of the traditional cost?
Redefining Designer Bags
Stan was never interested in just another luxury brand. Instead, he wanted to prove that you don’t need a big logo or an inflated price tag to own a well-designed, high-quality bag. By handling their own production, Sometime cut out unnecessary markups, allowing them to focus purely on craftsmanship and affordability.
The result? A designer bag without the “luxury” markup, making it possible for fresh grads buying their first ‘grown-up’ bag or young professionals looking for a stylish yet practical accessory to indulge in high-end designs without guilt.
One of the things that makes Sometime so unique is its unwavering commitment to Asian designers. From day one, Stan and his team have sought out talented creatives to collaborate with, providing a platform where designers’ names are just as important as the brand itself.
They’ve worked with Malaysian icons like Sazzy Falak, Vivy Yusof, Rizalman, Alia Bastamam, and Kamwei Fong. They even partnered with internationally renowned designer Jason Wu, who has dressed celebrities like Jessica Alba, Meghan Markle, and Lady Gaga. Each collaboration is a testament to Sometime’s mission which is to celebrate and elevate Asian creativity on a global stage.
Growing a Brand, Sustainably
In an era where fast fashion dominates, Sometime is doing its part to be kinder to the planet. While achieving full sustainability is tough, they are making conscious efforts to reduce their environmental impact. Their heavy-duty collection is made of 90% recycled plastic and grosgrain, and from the beginning, they made the choice to stay away from animal leather. Instead, they invested in high-quality synthetic leather with microfiber, also known as vegan leather.
Their commitment to sustainability doesn’t stop there. The brand also sources natural cotton canvas from organic fields, avoiding chemical processing. While it’s impossible to be perfect, Sometime is constantly looking for ways to be more eco-conscious without compromising on quality or style.
From Online-Only to a Thriving Business
What started as a small online business has grown into something much bigger. In 2019, Sometime opened its first physical showroom at The Gardens Mall, Kuala Lumpur. Today, they have six showrooms across major locations, including One Utama, IOI City Mall Putrajaya, KL East Mall, Setia City Mall, and IOI Mall Puchong. In 2024, they moved into their 60,000 sq. ft. headquarters, complete with a production facility and warehouse, marking a new chapter of growth.
Despite this success, Stan maintains a “first-day” attitude, constantly learning, evolving, and never becoming complacent.
Lessons from the Toughest Years
Every entrepreneur faces challenges, and for Stan, 2022–2023 tested him in ways he never imagined. With family members battling cancer, he had to split his time between personal responsibilities and running the business. For the first time, he had to step back and trust his top management team to make the big decisions. It was a difficult adjustment, but one that ultimately strengthened the company.
“I learned to let go,” Stan admits. “Now, the top management team plans and presents strategies, and I just need to give the green light. It’s a better way to run a business.”
By now, he estimates that 80% to 90% of operations run smoothly without his direct involvement. Over time, his team has developed strong strategies, and most of the solutions they propose are already complete and ready to be implemented, his role is simply to give the final approval. This shift has reinforced one of the biggest lessons in leadership: trust. Trusting employees to take responsibility and execute their roles well is what allows a business to grow beyond its founders.
His leadership philosophy is simple but powerful, trust your people. Empower them. And always, always invest in the next generation of leaders.
What’s next for Sometime?
International expansion. While the brand already has global visibility thanks to its online presence, the next step is making its mark in new markets, starting with Indonesia.
Looking back, would Stan do it all over again?
“Maybe,” he says with a smile. “If I knew then what I know now, I would have thought things through a lot more. It would have taken me longer to start. But at the end of the day, the sacrifices, the long nights, the lessons, they were all worth it.”
From a simple idea to a brand that champions Asian designers and makes luxury accessible, Sometime by Asian Designers is proof that success isn’t just about fast growth. Sometimes, the best journeys are built on steady, meaningful progress.
