Ahead of its much-anticipated official launch in Malaysia, Lepas is signalling a purpose-led brand strategy through a community engagement initiative.
For its first-ever initiative, the Wuhu-based automaker has partnered with internationally acclaimed Malaysian fashion designer Karl Ho to create bespoke baju raya for underprivileged children in Malaysia.
Bespoke “Baju Raya” for Underprivileged Children
The bespoke baju raya crafted by Karl Ho were given to children from Pertubuhan Baitul Asnaf Sendayan, Yayasan Kasih Sayang Kuala Pilah, and Pusat Jagaan Anak Yatim Kausar Senawang, with each garment tailored specially for each child.
According to Lepas Malaysia, this initiative reflects the brand’s belief that mobility is not solely about movement but also about “enabling progress and uplifting communities.”
Rooted in the meaning of its name, the Malay word “lepas,” signifying setting free and moving forward. The brand’s philosophy to leap underscores its broader mission—to inspire individuals to move beyond limitations and embrace future possibilities.
“As we prepare to introduce LEPAS to Malaysia, it is important that our first steps reflect what we stand for,” said Sarah Choo, Senior Brand Director of Lepas Malaysia.
“We are building more than a mobility brand. We are building a brand that embodies the Malaysian spirit of uplifting one another,” the director added.
“True elevation begins at home. Through this partnership with Lepas, we are using bespoke craftsmanship not only to create festive garments but also to instill pride and aspiration in the next generation. When a child wears something made especially for them, it strengthens their belief in their own potential,” said Karl Ho, internationally acclaimed Malaysian fashion designer.
On a broader scale, this community initiative forms part of Lepas’ broader positioning strategy as it is poised to enter the Malaysian market in the near future. As of now, the brand’s SUV lineup comprises the L4, L6, and L8, with all of them built upon Chery Group’s all-new global NEV platform.
