The elegance of traditional Malay attire has long been celebrated for its grace, heritage, and cultural depth. In today’s fast-paced world, where fashion often leans toward the contemporary, the desire for clothing that reflects cultural authenticity remains strong. Brands that honor these traditions while adapting them for modern sensibilities hold a special place in the hearts of many. One such brand is POYA, a name synonymous with timeless Malay fashion that bridges generations with its thoughtful craftsmanship and heritage-rooted designs.
A Homegrown Vision by Sharifah Naemah Khalidza
The journey of POYA began in the late 1990s in Terengganu, Malaysia, inside the cozy corners of a home-turned-showroom. It was here that Sharifah Naemah Khalidza — affectionately known as Poh Ya — first introduced a small range of imported Korean items. However, her intuitive connection with the community soon revealed a deeper need: traditional Malay wear that honored local roots while offering elegance and authenticity.
Motivated by her passion and the encouragement of family and friends, Sharifah shifted her focus from imported goods to designing garments that captured the essence of Terengganu’s cultural identity. Thus, the brand POYA was born — a blend of personal legacy and traditional pride, created to serve women who valued both heritage and style.
Guided by Family, Grown with Grace
As POYA grew, so did the vision behind it. Sharifah’s daughters, Adilah and Katrina, became the driving force behind the brand’s evolving journey. With a deep respect for their mother’s legacy, they brought fresh eyes to POYA while staying grounded in the values it was built upon. Under their guidance, the brand expanded its collections, curated for women seeking a harmonious blend of tradition and contemporary aesthetics.
The sisters preserved the brand’s authenticity by ensuring every design was rooted in cultural meaning, while also making it versatile enough for modern-day wear. From luxurious fabrics to intricate detailing, each piece of clothing is thoughtfully made to reflect the richness of Malay heritage, now presented with a polished, modern-day touch that appeals across generations.
Heritage at Your Fingertips
As fashion moves into the digital era, POYA has embraced the shift without compromising its soul. Once found only in physical boutiques, POYA’s thoughtfully crafted collections are now easily accessible online. The brand’s website serves not just as a shop, but as a cultural experience — allowing customers from across the globe to explore and own a piece of Malay tradition.
With 25 years of dedication behind them, the POYA team continues to look forward. Plans include broadening their digital presence and introducing new collections that reflect emerging tastes while staying true to their roots. Whether dressing for festivities or everyday grace, POYA offers a timeless wardrobe rooted in heritage and designed for the woman of today.
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