Washing them at home was an option, but the long drying time made it impractical. “I used to wait one or two days for them to dry,” said the 29-year-old contractor.

That changed when he turned to a shoe laundry service, where washing and drying can be completed quickly.

“Here, they can get it done in two to three hours, and the shoes look almost new,” he said, adding that previously, he would often replace his shoes after about a year of use.

The service he relied on is part of a growing niche in Malaysia’s urban landscape, offering a faster, more convenient alternative to traditional shoe care.

For entrepreneur Alastair Louis, the idea was born out of personal experience. The 35-year-old founder of X’press Shoe Laundry said his work in the oil and gas sector often required him to travel while maintaining a neat and professional appearance.

Carrying multiple pairs of shoes, he said, was not always practical. “I realised there was a need for a fast and convenient cleaning service, especially for people who are always on the move.”

At his shop, each pair of shoes is inspected before being cleaned using specially formulated solutions tailored to different shoe types.

Employees are required to undergo about three months of training and work under supervision before handling the cleaning process independently, as different materials demand different techniques.

Louis revealed that one of the biggest hurdles in building his business was sourcing suitable cleaning materials, as the shoe laundry concept remains relatively new in Malaysia.

“I didn’t have references on what products to use. Many people use household detergent, but that can damage shoes,” he said.

To address this, he developed a biodegradable cleaning solution designed to be both effective and safe for various materials, while being environmentally friendly.

The washing and drying processes are supported by commercial-grade machines imported from China, allowing for quicker turnaround times.

With two branches currently operating in Kota Kinabalu and Kuala Lumpur, Louis said he plans to expand to Shah Alam and Tawau in the coming months, followed by Cyberjaya next year.

He also aims to commercialise the cleaning solution he developed and eventually produce local machines to reduce reliance on imports.

For consumers like Sean, the appeal is straightforward: less wait time, better results, and longer-lasting shoes.

And as more Malaysians look for convenient ways to care for essentials, services like this may soon become part of everyday routine.