How I’m Making It: Jimmy Poh, co-founder of Singapore activewear label Kydra, on turning his frustration into fashion

For Poh, conceptualising the brand in the early days was an “exhilarating mix of excitement and challenges”. While they had an idea to create activewear suited for tropical climates and Asian body types, turning an idea into a brand and a business was a complex journey. They spent countless nights in their university dorm room “brainstorming, researching and dreaming up designs that would truly make a difference in people’s lives”.

Entering the industry without prior experience also meant that they had a lot to learn. This was their first job straight out of university, and they had to educate themselves rapidly. They immersed themselves in understanding the industry’s various processes, reached out to industry experts, attended trade shows and did extensive market research. While it was challenging, Poh believes that their fresh perspectives allowed them to “question industry norms and innovate in ways that more established players might not have considered”.

He continues: “For instance, our focus on creating activewear specifically for tropical climates and Asian body types was born out of our personal experiences and observations.”

The entrepreneur adds that their outside perspectives have been key in differentiating their brand in the competitive market. It also taught them to be resourceful, seek advice from those in the industry and never stop learning.

Apart from the steep learning curve, Poh shares how funding and finding the right manufacturing partners were significant challenges too. “As young entrepreneurs, we had limited resources to invest in product development and inventory. We had to be extremely creative and efficient with our finances, often reinvesting every dollar we made back into the business,” he explains.

Although he had to face many challenges, Poh knew one thing for sure—that he wanted to start the business with Wong and Chen. “The decision to work together came naturally as we developed the idea for Kydra. Each of us brought different strengths to the table,” he explains, adding how their complementary skills and shared vision made them realise that they could achieve more together than individually. It was through working on the Kydra 2-in-1 shorts for their business competition that they discovered how well they worked as a team.

Despite challenges, Poh shares how the early days were also “incredibly rewarding”. Reflecting, he shares: “Each small win, whether it was perfecting a design or receiving positive customer feedback motivated us to push forward.”

While expanding into womenswear was natural progression for the entrepreneurs, it was one which they “approached thoughtfully”. Despite their core principles of functionality, comfort and tropical-weather suitablity being equally relevant to women, they quickly realised that the specific needs and preferences of female customers would be different.

Their approach began with extensive market research, including studying the female activewear market, identifying gaps, and talking to female athletes and everyday fitness women to understand their activewear pain points. “One of the biggest challenges was understanding the nuances of fit and design for women's bodies,” Poh explains, adding that they had to learn about the various body shapes, sizes and how different activities would impact their clothing needs. This also led them to expand their design team, bringing in expertise specific to women’s activewear.

The entrepreneur further shares how they also had to adapt their market and branding to better resonate with the female audience while continuing to maintain consistency with their overall brand identity. He continues: “We had to find the right balance between highlighting the functional aspects that Kydra is known for and addressing the aesthetic preferences of our female customers.” Looking back, Poh shares how the venture into womenswear was “incredibly rewarding” despite the initial challenges as it allowed them to serve a “broader community and bring our innovations to more people”.

When it comes to their women’s line, Poh shares how he is particularly proud of their Thalia Bra, Kozy Leggings and Kydra Shoes. Its signature all-rounder bra, the Thalia Bra is elegant and comfortable while providing ample support for various activities. The Kozy Leggings are seamless and lightweight, offering a second-skin feel that’s great for workouts in tropical climates. “These designs embodied the essence of the brand’s ethos and are well appraised by our customers over the years, championing the test of time,” he muses.

“Successfully expanding from our initial menswear focus to include a women’s line was a significant milestone. It demonstrated our ability to understand and cater to a broader market while staying true to our core principles,” Poh reflects.

The brand is also constantly on the journey of sustainability. Recognising the importance of sustainability in the fashion industry, they are constantly evolving and improving on their products. For example, they focus on creating durable and high-quality products that last. “By designing activewear that withstands intensive used frequent washing, we aim to reduce the need for frequent replacements, thereby minimising waste,” the entrepreneur explains.

Poh has also seen sustainability becoming a major focus with more brands prioritising eco-friendly materials and production processes. He continues: “We acknowledge there's always room for improvement. We're committed to continuously evolving our practices to minimise our environmental impact.”

Poh has noticed significant shifts in the industry since they first joined in 2016. Today, there is a growing emphasis on athleisure, blurring the lines between activewear and everyday clothing—something that aligns well with Kydra’s philosophy of creating versatile pieces that enhance the quality of life. There has also been an increased focus on inclusivity and diversity in sizing and marketing. Poh adds: “Consumers are demanding products that cater to a wider range of body types and ethnicities, which resonates with our mission to create activewear for Asian types.”

For Kydra to stay relevant in the fast-paced activewear industry, Poh believes in constant innovation and a deep understanding of their customers’ evolving needs. He adds that the brand continually maintains its relevance by staying true to its core mission of “improving the quality of life for our users”.

He continues: “What sets us apart is our laser focus on creating activewear specifically designed for tropical climates and Asian body types. We're not trying to be a one-size-fits-all global brand. Instead, we’re dedicated to serving our niche exceptionally well.”

Prioritising customer feedback is also something which Poh believes is important to growing the brand. This means maintaining open communication to identify and respond to emerging needs and preferences. Customer feedback is also something which motivates Poh. The entrepreneur considers making a positive impact in their customers’ lives as one of his greatest accomplishments. He shares: “Every time we receive feedback about how our products have improved someone's workout experience or made their active lifestyle more comfortable, it reinforces why we started this journey.”

Looking back, he explains how one of the most memorable moments was when he first saw someone he didn’t know personally wearing their products on the streets. “It was a powerful validation that we were creating products that people genuinely want to use,” he says.

With the brand’s constant innovation, Poh shares how they’re excited about the business’s potential for growth. He says the brand will continue to expand its product lines from refining existing products to new pieces that address unmet needs in the activewear industry. The brand is also looking to expand into new markets while staying true to its core focus on tropical climates and Asian fits.

Poh shares how they are constantly looking to enhance the overall Kydra experience. Beyond their products, this means community-building initiatives, partnerships and digital incorporations. “Ultimately, our goal is to continue growing Kydra as a brand synonymous with innovative, functional and stylish activewear,” he muses.

As Kydra continues to inspire active living through its innovative designs and engagements, the brand continues to showcase what can be achieved with passion, creativity and resilience.

As Poh says it best: “Activewear isn’t just about looking good during a workout, but about enhancing performance, comfort and confidence.”

NOW READ

25 Singaporean fashion brands to keep on your radar in 2024

Caelum Greene’s founder on the rise of athleisure and making it sustainable

The best luxury gym bags that don’t skimp on space