Kuala Lumpur, May 23rd 2008

The fashion media meets tenc, a multi-brand store featuring edgy menswear brands from all over the world.

The street chic quotient racks high at tenc as it is home to cult menswear brands from all over the world. Finally, discerning men in Kuala Lumpur have a fashion haven to call their own. At this store, the clothes make the man, and he effortlessly stands out in the crowd in tenc's eclectic ensemble.

The newly-minted tenc (which stands for The Emperor's New Clothes) was launched on May 23rd, 2008 by the three friends-turned-business partners Casmad Sanuri, Khairy Jamaluddin and Ruben Emir Gnanalingam. The idea for a multi-brand boutique that carries niche menswear came to the trio a year ago over a casual dinner conversation. Since all three men - being urban metrosexuals -- enjoyed fashion, they agreed on going into retail business together. They decided to focus on menswear as they found that lacking in the local retail industry.

Despite it being a relatively new store at Pavilion, tenc has built up a loyal clientele comprising of fashion industry mavens and corporate figures. Its main appeal is its treasure trove of cult menswear brands from Europe and the United States, previously unavailable in Malaysia.

Established labels currently carried at tenc are Helmut Lang, J.C. Castelbajac, Armand Basi, Ungaro Homme and Marithe Francois Girbaud. tenc has also brought in new brands from the United States favoured by celebrities such as Brad Pitt, David Beckham and Jake Gyllenhaal (of Spiderman fame) eg. The Great China Wall, Project E, William Rast, Mike & Chris, Proportion of Blu and Citizens of Humanity. The accessories' selection feature belts from Brave Leather and Leather Island, and Blinde Sunglasses often seen worn by Hollywood stars. In July, tenc will be receiving its fall collection from Jil Sander, Romeo Gigli and Alessandro Dell'Acqua.

In terms of tenc's interior, it is very impressive; the visitor would feel like he just strolled into a gentleman's club. Walls are clad in leather panels and bricks while there is a pool table in the centre of the 130 sq m boutique. The pool table, incidentally, was an idea of Elyna Effendi, Casmad's wife who is involved in the store's marketing strategies.

The leather armchair and velvet sofa are inviting while the changing rooms are a novelty, being hidden behind a mock-up library. The library itself is a veritable masterpiece, its shelves filled to the brim with items such as a world globe and topical, hardcover books.

"The idea of tenc's interior is to create a homely, cosy ambience where customers would be comfortable shopping and lounging around," says Casmad, better known as Memed, who oversees the day-to-day running of the store. "The store is also a reflection of our personalities combined." Added to that is the impeccable service by the sales staff, who have been trained to impart their knowledge about the brands to customers.

The targeted clientele of tenc are affluent men above thirty, who are well-read and well-travelled. "Thus far, we've had customers who come into the store and express their delight that these brands are finally in Malaysia, so it shows that they are jet-setters who are familiar with the labels," adds Memed, who travels regularly to Milan and Los Angeles for the buying trips.

Thus, at tenc, you're assured of new stock arrivals periodically, ensuring customers up-to-the-minute fashion pieces. Uber-trendy men who step into tenc may never want to leave.

For further media enquiries, please contact Elyna at Elyna@tenc.com.my or tenc_store@tenc.com.my

tenc (The Emperor's New Clothes)
Lot 3.35, Pavilion
168 Jalan Bukit Bintang
55100 Kuala Lumpur
Tel: +603-2148 9977