ALTHOUGH batik has a history so long that it predates written records, you won’t find anything outdated or old-fashioned at Izrin Ismail’s store, Innai. Browsing through her collection of batik pieces in her outlet at Plaza Damas in Sri Hartamas, it’s easy to see why the label has established itself as a go-to batik name in Malaysia.

Unlike the archaic patterns some might associate with batik, Innai’s vivacious and vibrant designs have helped catapult the brand to success. Izrin’s mother, Aishah Salleh, had set up the business in 2003 as a hobby. With Izrin helping her part time, Aishah sourced batik fabric and sold them at a kiosk at the flea market in Bangsar Shopping Centre. Naming her business Innai (the Malay word for henna), her colourful choices of batik fabric attracted fans and sales grew. Her hobby very quickly turned into a flourishing business, allowing her to set up a store at Centrepoint Bandar Utama.

“People really like our products because we do very fresh, contemporary prints instead of old-fashioned prints and colours,” says Izrin when we met her at the Plaza Damas boutique which they relocated to in 2008. Innai also produces contemporary designs such as dresses and blouses, besides more traditional offerings like baju kurung. It has another outlet at Great Eastern Mall in Ampang.

“We’re very loud but sometimes can be sweet too, playing with a lot of pastel colours. I think people like that we have vibrant hues, like the one I am wearing now,” says Izrin, who is dressed in a bold orange top and a long blue skirt. While these are contemporary designs, the pieces still exude that class and elegance batik inherently possesses due to the level of craftsmanship it takes to make them.

“You have to treat batik as an art. It is all hand drawn at Innai; we don’t use the batik stamp. It takes a lot of craftsmanship to make a piece and some people don’t realise that,” she says, adding that creating one of Innai’s designs can take at least eight hours depending on its complexity. The process includes laying out the wax, colouring and drying the material. Izrin is involved in the designing of the patterns, which are then brought to life on silk-based materials by local artisans. As for the designs of the clothes, that is done by a host of designers.

Innai’s contemporary take on batik has helped it make its mark on the international crowd. Innai has participated in the Who’s Next Paris trade show in France in the past few years and more recently, at the Japanese Takashimaya fashion store’s three-month long trade show that ended last December. For these trade shows, the brand makes resort wear as well as spring and summer pieces.

Izrin’s love for batik grew when she was helping her mother part time. When she took over the business in 2011, she decided to increase the fun factor, producing more in-season colours and modern silhouettes. The campaign for Innai’s collection also became more vibrant and fun, as evident by the colours and animation on the brand’s official website. Since taking over the driving seat, Izrin says Innai’s customer base has grown from those 40 years and above to include those in their teens.

Izrin’s formal training and work experience helps her in her trade. She studied public relations at the Royal Melbourne Institute of Technology and worked for luxury brands such as Louis Vuitton and high street fashion brands like Topshop. This, she says, provided her with an understanding of the business and retailing aspects that fashion brands have to deal with.

Her company’s evolution through the years also led to the birth of sister fashion company, Innai Red, in March last year. It offers bespoke services for elaborate and sophisticated pieces, namely bridal wear and evening gowns. The outfits in Innai Red are classy and exude exclusiveness, just like those in Innai.

At the heart of it all, Innai owes its success to its vivacious prints and colours. As imitation is inevitable, other brands have come along, offering contemporary batik pieces. However, Izrin is unfazed and confident of Innai’s position in the market. “I think Innai has come to a stage where our prints speak for themselves ... My customers can actually differentiate Innai prints from those of other labels without me having to point it out. They say, ‘Izrin, I see a lot of Innai prints around but I know they are not yours’. I actually love the fact that we are the example for other brands to follow.”

In modern Malaysia, Izrin has breathed new life into the beautiful art of batik and that itself is a feat to be proud of.

This story first appeared in The Edge weekly edition of Jan 28-Feb 3, 2013.