At just 29 years old, Jeffery Goh is already making waves in Malaysia’s fashion industry with his homegrown batik brand, Inisaya.
His journey into the fashion world feels almost pre-destined. At the age of just 5, Jeffery was introduced to Malay clothing and design by his father, who used to run a Malay clothing wholesale business. His grandmother also used to sew clothes, while his mother crocheted.
Jeffery took the first steps into the fashion world through formal education with Singapore’s Raffles Design Institute. After graduating, he interned and worked with various designers in the industry.
But it wasn’t until his parents’ retirement that the idea of launching his own fashion brand started to take shape.
“They were selling their house, and there was this vacant shop lot under the condo. My mum encouraged me to just start something of my own,” Jeffery recalls. “At first, I said no – I wasn’t ready. But she told me, if I’m going to make mistakes, it’s better to do it while I’m young.”
That ended up being the encouragement he needed to chase his dreams. In 2021, Jeffery launched Inisaya – a fashion label that blends timeless Southeast Asian batik prints with modern versatile designs.
Re-Inventing Batik For The New Generation
Besides being enchanted by batik designs from a young age, and his lifelong love for Peranakan culture, each of his collection today is inspired by a personal endeavour.
This is also why he named his fashion label Inisaya, derived from the Malay phrase meaning “This is me”. To Jeffery, wearing batik celebrates individuality, while still symbolising cultural authenticity.
“Before I started Inisaya, batik was still seen as something old-fashioned. When we mention batik, people immediately think of ‘Dato-Datin’ fashion,” he says. “I wanted to change that perspective and show people that batik can also look young, fresh, and expressive.”
His early designs targeted both women and men in their late 20s to late 30s, looking for something stylish yet rooted in tradition. Over time, his audience also grew beyond Malaysia.
Through word-of-mouth, Inisaya has gained international appeal, with its pieces shipped to fashion lovers around the world – from fashion hubs in Europe, such as Paris, as well as Switzerland and the UK, and to cosmopolitan cities in the US.
Over the years, Inisaya has been recognised for its modern twist on a heritage design – winning several awards, including the Individual Category of DMC 270th Anniversary Singapore Craft Competition, the 2nd Runner-up of Best Collection in the 35th Raffles College Graduation Showcase, selected as one of the Top 60 finalists of the world for the Frankfurt Style Awards.
Challenges Of A One-Man Brand
Like many small business owners, Jeffery’s entrepreneurial journey began with limited resources. He was a one-man team, handling everything from design and sewing to sales and marketing, and even customer service.
“I had to do everything myself. Every piece was cut, sewn, packed, and shipped by me,” he shares. “There was one collection where I got 44 orders in two weeks. I barely slept!”
The demand was overwhelming, but Jeffery stayed committed to quality and personalisation. Each piece was made to order, often taking two to four weeks for delivery.
“Fast fashion has set expectations for next-day delivery. But I’ve always made it clear – Inisaya is a personal and authentic brand – and our pieces are handmade, which takes time.”
Over time, he expanded his team to include two full-time tailors, a part-time seamstress and a marketing assistant. He also began working with local factories to keep up with production demand.
Despite Inisaya’s growth, Jeffery remains hands-on, though he admits that burnout is a very real challenge. “As a founder, you want to do everything. But I’ve learned that sustainability, for myself and the business, comes from knowing when to delegate.”
A Bold New Chapter Awaits
With the brand steadily growing, Jeffery is preparing for his most exciting chapter yet: launching Inisaya’s first exclusive, in-house batik prints. Until now, he sourced prints that, while beautiful, were often similar to what other brands offered.
“I realised that if I want Inisaya to truly stand out, the designs need to be unmistakably ours,” he explains. “Our upcoming collections will feature original prints that I designed. That’s something I’m really proud of.”
Expected to debut in the coming months, the new prints will coincide with preparations for their 2026 Chinese New Year collection – which is usually a seasonal best-seller for Inisaya.
Jeffery also plans to elevate the brand experience by hosting walk-in retail sessions at his studio, where loyal customers can feel the fabric and preview new designs before placing orders. “It’s always been about making the experience more authentic and personal. I want customers to feel the story behind the pieces, not just wear them.”
Batik With Heart And Grit
At its core, Inisaya is more than a fashion label—it’s a reflection of Jeffery’s heart, heritage, and hope for a more inclusive representation of Malaysian culture.
He’s on a mission not just to modernise batik designs for the next generation, but to a global ambassador for modern Southeast Asian design.
“I want people to feel confident and proud when they wear Inisaya,” he says. It’s about self-expression, through our design roots. “Inisaya means This is me. This is who I am.”
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