This M’sian collector started a biz specialising in jiu-jitsu uniforms to address a market gap

People collect all sorts of things, from postcards and snow globes, to race cars and Funko Pops. 

For KS, his category of choice is something more niche—jiu-jitsu uniforms. 

Prior to that, though, he had been collecting a variety of other things, including legos, NERF guns, and sneakers. 

“Being a collector, there’s a particular excitement towards owning something that is produced in a small number, to be part of a small group that share the same appreciation,” he reasoned. 

But it was his collection of jiu-jitsu uniforms that led to him starting his very own business, Kisetsu Kimonos. 

Starting his own brand

Like many others, KS had practiced briefly Taekwondo during his school days. He tried picking it up again during his university days, but quickly grew bored of the repetitiveness. 

“I wanted something that was dynamic and challenging yet still true to the aspect of martial arts,” he expressed. However, he didn’t start jiu-jitsu until years later when his then-workplace moved close to a gym. 

After attaining his Bachelors in Arts from Monash University, KS had began working at an events management company, then later in marketing/operations management. 

“I’m lucky to have worked for these small companies as I often had to bao-ka-liao (encompassing tasks from various departments),” he mused. “Having to bao-ka-liao helped developed time management, switching roles on the fly, and be able to do a wide range of tasks.”

After picking up jiu-jitsu as an adult, he realised that it was really difficult to purchase uniforms as the only shops around had barely any availability. 

The other alternative was shopping online but it took at least two tries to get the right size. Plus, the unfavourable exchange rates made the experience even more painful. 

“I wanted customers to be able to try out the products, to determine the size that best fit their needs and preferences,” KS explained. 

That was the thought process that led up to the formation of Kisetsu Kimonos. 

It started off as a part-time passion project in 2017, but KS realised he had to give up his day job to pursue Kisetsu full time if he wanted it to really grow. 

“And so I did, after a lengthy discussion with my wife who was extremely encouraging and supportive towards the decision,” he said. 

And grow Kisetsu did. 

Completing the jiu-jitsu lifestyle

Kisetsu specialises in jiu-jitsu uniforms and accessories including kimonos/gis, belts, rash guards, shorts for no-gi grappling, casual oversized tees for all weather, and most recently fabric fresheners. 

They also sell custom-scented candles made in collaboration with fellow local brand Analogue Apotik to complete the lifestyle ecosystem. 

“Most of the products started off as inspirations be it from everyday observation, or from my personal travels which are then translated into the designs,” KS said.

He also shared that the kimonos are designed specifically with Asian bodies in mind. 

Kisetsu produces products in small batches and oftentimes with a one-time run only. That’s because KS believes that while he wants people to wear their products, it’s important that customers feel exclusive and valued to be wearing the same brand but in different colourways or designs.

“We produce less than 100 sets each batch (we call them seasons),” the founder explained. “We believe this amount is somewhat of a sweet spot between exclusivity and reach.”

Kisetsu’s products are available on their website, as well as in-store in Subang Jaya. 

The team also strives to host bi-monthly training sessions at their Subang Jaya store, which is open to everyone regardless of their affiliations.

Visits to their store are by appointment only, as they believe in the personal touch, to tailor a personalised experience for every customer.

Kisetsu also has a permanent pop-up at a gym in Penang, Flow BJJ Academy.

Becoming a leading brand

Starting Kisetsu, KS had only been equipped with his own savings. 

“Believe it or not, I only made belts to sell back then,” he recalled. “Though it took some time, it was through the amazing support and encouragement of my peers and customers that I had enough to order the first batch of gis, and the rest is history.”

The only goal he had in mind when starting out the business was to make these niche products more available in an already niche market, to give customers more options to choose from, to offer his take on the same product. 

And he believes that this goal remains the same after all these years. 

“The increasing support within the last two years or so has been extremely encouraging which in turn reinforced my direction,” he pointed out.

But there are a lot of brands out there that are doing similar things, especially from a global perspective. Indeed, Kisetsu’s focus is on the South East Asia market, which they are able to serve quickly and more efficiently compared to brands based in the western regions. 

However, more than the efficiency, it’s also the fact that Kisetsu seeks to be more than just a brand that sells gi, but one that truly promotes the jiu-jitsu lifestyle. 

“We discuss and share all things jiu-jitsu, be it techniques, equipment, how jiu-jitsu has changed our lives, and more,” he said. 

That’s why KS aims to double down on collaborating with local talents and brands to create products that complement and supplement the jiu-jitsu lifestyle. 

“And eventually, [we aim to] graduate to be the leading jiu-jitsu brand in SEA, bridging the gap between lifestyle and martial arts,” he concluded. 

Featured Image Credit: Kisetsu Kimonos