From her roots in traditional tailoring to leading a modern sustainable fashion label, Kalaivany Kuppusamy’s journey with KALAI celebrates the beauty of natural fabrics like linen and cotton. Her dedication to slow fashion recently earned her brand a spot at Hong Kong’s prestigious HKTDC Fashion InStyle 2025.
Natural Fabrics, Global Reach
The Hong Kong Trade Development Council (HKTDC) hosted its annual fashion even – now rebranded as Fashion InStyle – from April 27 to 30 at the Hong Kong Convention and Exhibition Centre.
As one of Asia’s premier fashion showcases, the event featured nearly 400 international exhibitors from across the apparel and fashion industries which included textiles, fashion technology, sustainable innovations, seasonal collections, accessories, and key industry partners.
Amongst this global lineup, KALAI stood out as the only Malaysian brand selected to participate in the business-to-business showcase.
Based in Aurora Court, Bukit Jalil, Kuala Lumpur, KALAI is the brainchild of founder and director, Kalaivany Kuppusamy, who was thrilled to receive the prestigious invitation from Hong Kong.
Since KALAI was chosen to participate in the B2B (Business-to-Business) segment rather than the fashion runway show, it is worth understanding what a B2B event entails.
A B2B event is a platform where companies come together to connect, network, and explore business opportunities.
It is a professional setting where industry leaders, decision-makers, and brand representatives engage in meaningful discussions, exchange insights, and forge potential collaborations.
These events also provide a space for businesses to showcase their latest products, services, or innovations directly to other businesses, rather than to the public.
Describing herself as a designer shaped by years of hands-on experience in fabrics and tailoring, Kalaivany shared, “Over time, I have studied and understood the long-term value of sustainable materials, especially linen and cotton.
“That journey led me to develop KALAI House of Linen, where I now focus on creating free-size designs that suit the Asian body while embracing the elegance of slow fashion.
“My work is a blend of tradition, practicality, and timeless design rooted in real industry experience.”
With over 15 years in the fashion industry, Kalaivany’s career began in traditional tailoring through her family’s business.
She later expanded into corporate uniforms and bespoke tailoring, building a strong foundation in craftsmanship and textile knowledge.
Today, she channels that deep industry expertise into KALAI, a retail fashion brand specialising in linen clothing for modern women who value comfort, elegance, and sustainability.
A Proud Malaysian Representative in Hong Kong
When asked how she was invited to the Hong Kong trade show, Kalaivany explained that the opportunity was shared by the president of the Malaysian Bumiputra Designer’s Association (MBDA), of which she is a long-time member.
She applied through a provided link along with other designers, and KALAI was ultimately selected by MATRADE Hong Kong as the sole Malaysian brand to participate. The event was supported by the Hong Kong Trade Development Council (HKTDC).
“It was an honour to be the only Malaysian brand chosen to represent the country at this event,” she said.
Insights and Connections at the Trade Show
Reflecting on her experience as a B2B participant, Kalaivany noted: “We were happy to connect with buyers actively seeking linen, cotton, and sustainable fabrics. It was a valuable learning experience that gave us insight into the different sectors of demand within the sustainable fabric industry. This will help us better prioritise our production and design moving forward.”
She was especially encouraged by the response to KALAI’s Malaysian-inspired motifs printed on linen and cotton. Many visitors appreciated the uniqueness of the brand’s designs, which she proudly showcased on an international platform.
“We’re now looking forward to growing these connections and turning them into meaningful collaborations,” she added.
The Challenges of Growing a Sustainable Brand
Like many emerging fashion labels, KALAI faces its share of challenges. One of them is educating buyers about linen’s natural properties, particularly its tendency to wrinkle.
Kalaivany noted that while some perceive wrinkle as a flaw, it is in fact, the hallmark of the fabric’s authenticity and breathability.
“It’s part of embracing slow fashion, appreciating materials for what they are,” she said.
She also highlighted another challenge which is the lack of large-scale, flexible MOQ (minimum order quantity) manufacturing for linen and cotton in Malaysia.
As a result, while KALAI’s designs are conceived and developed locally, the fabrics are sourced and produced through trusted partners in India to meet quality and volume requirements, particularly for B2B orders.
“While we are grateful for the support we have received so far, we hope to see more targeted initiatives to help local sustainable brands grow and scale. Our goal is to proudly bring Malaysian-inspired fashion to more international platforms,” she emphasised.
The Malaysian Linen Market: Small but Growing
When asked about her customer base in Malaysia, Kalaivany shared that her primary clientele are mature women who appreciate the comfort, breathability, and timeless aesthetic of linen.
However, she is now seeing increasing interest from younger consumers, particularly those who are sustainability-conscious and drawn to minimal, relaxed styles.
That said, she acknowledged that the market for linen in Malaysia remains relatively niche compared to countries with stronger slow fashion movements.
“But awareness is building, and I see it as an opportunity, to educate, inspire, and encourage more Malaysians to embrace natural fabrics in their everyday wardrobe,” she concluded.
