If you’re on social media, chances are you’ve come across content creator Jane Chuck or one of her many brands such as HEJAÜ, Chuck’s, or Motherchuckers.
Under Motherchuckers, the entrepreneur has recently collaborated with Superga, an Italian shoe brand, to release a collection by the name of “All You Need is a Lil’ Sole.”
The Superga x Motherchuckers sneakers were officially launched on November 12 at Superga’s new store at 1 Utama. We reached out to Jane Chuck to learn how this partnership came to be.
A synergetic collaboration
Superga arrived on Malaysian shores in 2017, opening its first retail outlet in Suria KLCC. Five years later, the shoe brand opened its second location in 1 Utama back in October 2022.
Superga is no stranger to collaborations, having collaborated with influential people across the globe to create capsule sneaker collections, such as supermodel Emily Ratajkowski, Singaporean influencer Drea Chong, and now, Jane Chuck.
“While Motherchuckers and Superga share a sensibility towards comfort and a timeless aesthetic, what gravitated them towards each other was the former’s bright, cheeky approach to elevating wardrobe staples and the latter’s century-old heritage in craftsmanship,” a press release stated.
Jane told us that the collaboration was initiated by Superga, who “slid into Motherchuckers’ DMs”. She believes the Italian brand was interested in Motherchuckers because it already had a strong presence in Malaysia despite being new in the market.
“I guess Superga spotted that, and we are honoured to be part of its first Malaysian collab,” she added.
Sneakers and sweaters
Aside from being Superga’s first collaborative project in Malaysia, this collection is also Motherchuckers’ first foray into footwear, which Jane said is intentional.
“We’ve been manifesting to only launch footwear when there’s an international opportunity or collaboration,” the entrepreneur shared. “We got a DM from Superga last May 2021 and the whole process took about one and a half years to launch it this November.”
This process included Motherchuckers adding its own touch onto Superga’s 2630 Stripe, 2402 Mule, and 2750 Strap in two shades each.
Motherchuckers’ take on 2630 Stripe sees two distinctive colourways—Neptune and Butter, cyan and ecru shades respectively. Meanwhile the Superga Mule now comes in Fuchsia Orchid and Oatmeal.
The Strap also now features two new earthy colourways as well as a blue logo side tab as seen throughout the collection.
According to the press release, this collection aims to be a “celebration of self-expression”, with Jane saying, “To be comfortable is to be true to yourself”.
Alongside participating in this shoe collection, Motherchuckers is also launching the Sole Searcher Capsule collection, a clothing line that includes a series of sweaters, joggers, shorts, socks, as well as caps.
Some of the pieces are branded with “Superchuckers”, denoting Motherchuckers’ and Superga’s partnership.
Similar to Superga’s shoes and Motherchuckers’ own designs in the past, all of these releases seem to be staple pieces with a bit of a retro look.
Bringing Malaysia onto the world stage
While Motherchuckers has already been making a name for itself in Malaysia, Jane believes that this collaborative effort with Superga signifies a step forward for her clothing brand.
“This collab will open a door for Motherchuckers to the international market,” she said. “We are definitely working towards expanding the brand internationally. We have big dreams, and we’d like to keep it hush-hush until it happens.”
This tactic seems to have been used for the Superga collection, which was over a year in the making without fans’ knowledge, so perhaps there’s already something in the works for Motherchuckers that Malaysians can keep an eye out for.
- Learn more about Superga here, and Motherchuckers here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Motherchuckers / Superga
