Is mamak culture Malaysia's next streetwear muse?

NEW ERA has unveiled "The mamak collection", a Malaysia-exclusive capsule collection inspired by the country's beloved mamak culture, as the brand looks to celebrate local identity ahead of Visit Malaysia 2026.

In conversation with A+M, a spokesperson for NEW ERA said the collection was created to spotlight one of Malaysia's most recognisable cultural experiences as the country prepares to welcome more international visitors.

"As Malaysia welcomes more visitors from around the world, we wanted to highlight something that is uniquely Malaysian and instantly relatable to both tourists and locals," the spokesperson said.

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The collection draws from the energy of Malaysian street culture, featuring bold graphics, playful storytelling and expressive visuals that celebrate the people, flavours and moments synonymous with everyday life in Malaysia.

At the heart of the collection is a tribute to the personalities that define the mamak experience, including nasi kandar ('mixed curry rice') operators, roti tisu ('tissue bread') makers and the regular patrons who transform these eateries into community gathering spaces.

NEW ERA said it chose mamak culture because it represents "one of the most authentic and inclusive parts of Malaysian life", drawing inspiration from familiar touchpoints including the iconic roti monster, a popular menu item enjoyed by both locals and tourists.

"It's more than just food, it's where the whole country pulls up a chair, no matter who you are," the spokesperson added.

According to NEW ERA, the collection blends nostalgia with modern design, reimagining cultural touchpoints through a contemporary lens while paying homage to one of Malaysia's most recognisable social institutions.

Designed for both locals and visitors, "The mamak collection" aims to capture the shared experiences and cultural connections that have made mamak culture a fixture of Malaysian life across generations.

"A New Era cap has always been more than a cap. It's a badge, something you wear to show what you stand with," the spokesperson said, adding: 

The mamak isn't just where we eat, it's how we live and who we are.

The launch comes as more brands look to translate local culture and everyday rituals into wearable experiences. Last year, milk tea chain CHAGEE collaborated with Malaysian clothing brand Pestle & Mortar Clothing (PMC) on a limited-edition collection featuring bowling shirts, bucket hats and PMC's iconic T-shirt. The merchandise incorporated vibrant designs inspired by Malaysian heritage, including kampung motifs and native fauna.

At the time, CHAGEE said the collaboration sought to fuse tradition with streetwear, celebrating Malaysia's roots by combining cultural elements with modern style while fostering a sense of pride and unity through locally inspired designs.

Earlier, coffee chain ZUS Coffee partnered with PMC on a limited-edition collection comprising bowling shirts, socks and customisable oversized T-shirts. The range featured ZUS Coffee's "ZUS Buddy" characters, including Bean Boss, Blue Buddy, Choco Chipster, Frappe Fren, Pinky Boo and Porta Pal, and was made available online and across selected outlets nationwide.

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