Jonathan Cheng

Jonathan Cheng and Voon Lai represent a dynamic duo in the fashion scene, co-founding UnitedWood, a contemporary womenswear brand that elevates feminine elegance with a chic edge, defined by couture and eveningwear craftsmanship. But Cheng’s journey in fashion began long before UnitedWood came to fruition.

Born in Johor, his path took him to Singapore, where he studied design at La Salle International Design School. Early on, Cheng’s talent was apparent, as he earned the title of First Runner-Up in the Young ASEAN Designer Award in 1996, establishing him as a rising star in the fashion world. In the years that followed, the designer continued to carve out his place in the Malaysian fashion scene with his eponymous label.

It wasn’t until Cheng and Lai met in 2004 at Kuala Lumpur Fashion Week that their creative partnership began, when the former architect, now fashion entrepreneur attended his womenswear show and was instantly captivated by his work. Their first foray into fashion as a team was in 2009 with the launch of Stud, a sports-inspired men’s underwear and swimwear line. In 2015, the duo decided to shift their focus to womenswear, leading to the birth of UnitedWood. The brand quickly made waves in the fashion scene, operating solely as a wholesale brand overseas.

After nine years of keeping up with the relentless pace of the international fashion circuit, the two decided it was time to return to their roots and bring UnitedWood back home in 2022. “We told ourselves that whatever we do now would be on our own terms, our own conditions, and what we are comfortable with,” they shared, adding, “Just us doing what we love and that in itself, is the best milestone.” Since then, the brand has garnered a cult following in the local fashion scene, simply by letting its creations speak for themselves.

Currently, the duo is working on a festive collection for the year-end celebrations, as well as the launch of their first showroom in 2025. Looking ahead, they are also keen on exploring more charitable and creative collaborations, aiming to give back to society and expand their connection.