Proton and Uniqlo Team Up for Customisable Apparel Collection

Starting 28 September 2026, Uniqlo Malaysia will launch a collaboration with national carmaker Proton, allowing customers to customise apparel with exclusive automotive designs. The collection commemorates 43 years of Proton’s history through a series of illustrations created by local artist Syaiful Bahri, featuring 55 different car models from the brand's archives.

Unlike a standard ready-to-wear clothing release, this collection is facilitated through Uniqlo’s UTme! print-on-demand service. According to the original publisher, customers are required to visit specific in-store kiosks where they can select their preferred garment and have their chosen Proton-themed graphics printed instantly. This approach ensures that buyers receive a bespoke item rather than an off-the-rack product.

The lineup of designs spans the evolution of the national car brand, including modern innovations like the e.MAS 7 electric SUV, the S70 sedan, and the X50 Facelift SUV. For enthusiasts of the brand's history, the collection also includes classic icons such as the 1985 Proton Saga and the Satria Neo R3 hatchback, bridging the gap between historical nostalgia and current automotive trends.

Regarding pricing, the collection is segmented into three categories. Adult t-shirts are priced at RM79.90, while kids' t-shirts are available for RM59.90. For those looking for an alternative to apparel, a tote bag option is also priced at RM79.90.

Because the collection relies on specialised in-store printing hardware, it will not be available at every Uniqlo outlet. The service is restricted to five flagship locations nationwide: The Exchange TRX, Fahrenheit88, Sunway Pyramid, and Mid Valley Megamall in the Klang Valley, alongside Mid Valley Southkey in Johor. This limited distribution strategy suggests a focus on high-traffic urban hubs where interest in both fashion and automotive culture is most concentrated.

For Malaysian consumers, this collaboration highlights the growing cultural relevance of the domestic automotive sector. As the nation grapples with shifting mobility needs, the inclusion of the e.MAS 7 in this collection serves as a marketing bridge, positioning Proton’s transition into the electric vehicle space alongside its established history. By allowing fans to literally wear these vehicles, Proton is leveraging lifestyle branding to strengthen its emotional connection with the public during a time of rapid industry change.

This collaboration arrives against a backdrop of a resilient national economy, with real GDP growth currently at 6.0% year-on-year. While the automotive industry faces complex challenges—such as the price disparity between subsidised fuels and the current unsubsidised market rate of RM4.57 per litre for RON95—these lifestyle partnerships indicate that the national carmaker remains committed to maintaining brand visibility across diverse demographics.

The initiative also reflects a broader trend of Malaysian brands collaborating to tap into the "local pride" narrative. By commissioning a local artist to reimagine classic models like the 1985 Saga, the companies are likely attempting to capture the sentiment of an older generation while simultaneously introducing younger consumers to the brand's future-facing EV lineup.

What remains unconfirmed is whether the collection will be expanded to other Uniqlo outlets in the future or if additional Proton models will be added to the illustration library. Prospective buyers should check the official Uniqlo Malaysia website for real-time updates on kiosk availability before visiting the participating stores.