Hello Mentor EP4 | Hugh Koh On Building a Malaysian Streetwear Brand, Pestle & Mortar From Scratch

Hugh Koh on building a company with your best friends, misconceptions about the fashion retail business and the inside scoop on e-commerce.

By Matt Khoo on 2023-11-27 at 7:11 AM

Updated on 2025-03-19 at 5:53 AM

“We wanted to start a clothing line when we were 16. We had no money and knew nothing about business. We tried it but nothing quite materialised from it.”

What does it take to build a brand that resonates with a generation? For Hugh Koh, the CEO of Pencil Produce, which operates Pestle & Mortar Clothing (PMC), the journey began with an ambitious dream, a love for streetwear culture, and zero business experience.

In the fourth episode of the Hello Mentor Podcast, hosted by Derek Toh, Founder and CEO of Hiredly, Hugh takes us through his inspiring story of turning a teenage vision into one of Malaysia’s most iconic streetwear brands.

Get candid views on e-commerce from Hugh himself as Pestle & Mortar sells both online and offline.

About Hugh Koh

Hugh’s story begins far from the world of fashion. Armed with a degree in architecture and a knack for creativity cultivated by his architect father and music-loving mother, Hugh started his career designing buildings. But the nine-to-five grind of drafting CAD drawings left him unfulfilled.

“I’ve always been more of a creative person,” Hugh shares, recalling how his early exposure to design shaped his path. Despite his father’s hopes for him to take over the family architecture business, Hugh took a different route. He leaned into his love for design and street culture—a love born during high school trips to Sungai Wang Plaza in KL, where he and his friends immersed themselves in skateboarding, music, and limited-edition streetwear.

The Birth of Pestle & Mortar Clothing

Hugh co-founded PMC in 2010 with two close friends, Arnold and Arthur. The brand grew from a simple idea: to create clothing that tells stories. “We wanted to start a clothing line when we were 16. We had no money and knew nothing about business,” Hugh admits. “But even back then, we saw the potential of streetwear as a medium to express ideas.”

What began as a passion project soon gained traction. They juggled jobs while nurturing their fledgling brand until Hugh made the bold decision to leave architecture and focus full-time on PMC.

The secret to their early success? A relentless commitment to storytelling. From subtle nods to Malaysian culture to satirical takes on current events, PMC’s designs resonate with the youth, bridging creativity and community.

Lessons in Leadership

While building PMC, Hugh discovered that staying relevant in the fast-paced fashion industry is no small feat. "Starting a business is easy. The hardest part is keeping it relevant,” Hugh says. He highlights the importance of knowing your audience and adapting to their needs, a lesson reinforced by constant engagement with PMC’s core customer base.

Today, Hugh’s role has evolved from the brand’s creative head to its business strategist. His newfound passion lies in mentoring his team. “It’s all about enabling my people to work better, learn, and grow while keeping the business running smoothly.”

Embracing E-Commerce

PMC has been an early adopter of e-commerce, balancing online growth with its physical retail presence. Hugh envisions a future where brick-and-mortar stores become immersive brand experiences rather than traditional profit centers. "Our stores are like clubhouses—places where people can hang out and feel the brand," Hugh explains.

This shift to e-commerce reflects a forward-thinking mindset that has kept PMC thriving for over a decade.

Key Takeaways

Hugh’s journey is a testament to the power of passion, perseverance, and adaptability. Here are some insights he shared:

  1. Stay Focused: Amid distractions, staying aligned with your goals is essential.
  2. Ask Why: Borrowing from Simon Sinek’s philosophy, Hugh believes in having a strong purpose behind every business decision.
  3. Build a Team That Reflects Your Audience: As trends evolve, having a young, diverse team helps PMC stay connected to its core audience.

Hello Mentor is a podcast show that platforms raw discussions on career, ambition and success with inspiring individuals who are accomplished in their own rights.

Hello Mentor is hosted by Derek Toh, Founder and CEO of Hiredly.

Check out all our episodes on Spotify for your dose of inspiration and career advice from real people who have been there!

Discover what makes you thrive at work with our Work Personality Test. Start your journey to success with Hiredly today!

By Matt Khoo on 2023-11-27 at 7:11 AM