Fashion Garments

Inspired by the fashion streets of Italy and determined to share his passion for fashionable items, 30-year-old Evo Chew decided to open Rosso boutique in September 2007. He “created” an Italian street right in the heart of Kuala Lumpur where his boutique’s furniture and fixtures closely resemble one of the actual Italian streets.

“When you walk into Rosso, you will feel as though you are in Italy, walking the streets. While Rosso means red in Italian, the colour represents glamour, passion and an amazing outlook.

“That is what we want our customers to feel as well when they shop at Rosso and wear what we have here,” said Chew.

Going with the tagline “The Italian Way The Korean Style”, Rosso makes available fashionable items which reflect the high fashion in Italy.

“I believe that every woman deserves to have a taste of how the fashion scene is like in Italy. However, fashion items are not cheap if I were to bring in items directly from Italy.

“The nearest source and similar items which I’ve discovered are found in Korea, one of Asia’s fastest moving fashion hubs. I personally travel to the country to bring in the latest European cuts found there into Kuala Lumpur,” explained Chew.

Besides bringing in the latest selections into Kuala Lumpur, the team at Rosso does some improvisation on certain apparel to provide a more enhanced look instead of leaving it plain as it is.

“Having an inhouse designer to assist me, we are able to identify the different types of quality and materials used to complete a certain item. Be it tops, bottoms or dresses, we know the cost of every fabric in the market and through that we try to opt for the best match between price and quality.

“Through this process of selecting and deciding on what to bring into the boutique, we’ve learnt that a cheaper item does not necessarily mean it comes with good quality satisfaction,” added Chew.

At Rosso, new designs are seen every two to three weeks and every week during festive seasons. Besides apparel, customers can also look out for bags, accessories and belts.

Items are priced no more than RM300.

“We will usually help customers style once they have selected their choice of clothing. This is to encourage them to purchase the right pieces so they don’t end up being confused with their buys,” added Liew Mei Teng, 28, who is a resident fashion designer and business partner of Chew.

“Next year, we are also looking forward to launch our own label where I will be designing the collection,” revealed Liew.

Rosso will also be expanding into other countries. Chew plans to take the brand to other Asian countries such as China, Hongkong and Singapore which he sees as the right target market.

“I’m currently looking for a business partner in each country. Once I’ve located the right ones, I hope Rosso will be able to penetrate into these countries and share the fashion excitement,” added Chew.

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