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Fashion

Singapore Brand In Good Company Makes Dressing Up For Work Easy

To mark National Day, Female turns the spotlight on one local brand every day in the month of August. For its upcoming collection, In Good Company promises more everyday appeal with nuanced details.

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What

The contemporary womenswear label launched in December 2012 at the now-defunct multi-label boutique Front Row.

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Who’s behind it

Armed with years of experience at the former top womenswear label alldressedup, Kane Tan (left), Sven Tan (right), Jaclyn Teo and Julene Aw left the brand and banded together to start In Good Company.

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Why know it

It’s a label for the everywoman in need of elevated wardrobe staples – lightweight shirtdresses to loose-fitting crepe blouses and cotton pants. While its apparel has a pared-down aesthetic, the brand’s signature handmade necklaces, which are made of materials such as recycled metal and ribbons, make a bold statement and are perfect complements to the clothes.

With Sven’s tailoring chops, Kane’s skilled draping, Julene’s merchandising expertise and Jaclyn as marketing whiz, the brand has grown its retail presence tremendously within four years. From having just one stockist at the start, it now commands a significant floor space at Tangs Plaza and has a spacious stand-alone boutique at Ion Orchard. That aside, it can be found in multiple locations across Indonesia. In September, it starts expansion into Thailand with its first retailer, The Emporium in Bangkok.

Its creative energy also goes beyond fashion. The brand has collaborated with homegrown florist Triceratops on a botanical installation currently on display at its boutique. Come October, it will launch a pottery line in collaboration with VES Ceramics, which is likely to be right up the alley of its modern minimalist clientele.

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What to expect in F/W ’16

Known for its clean silhouettes, this season the brand digs deep into adding details while still retaining a level of subtlety. Turned-up cuffs are featured on tailored and denim trousers or on sleeves. Shirts have been cut on the cross-grain, allowing a boxy silhouette to have movement. Collars are cut wide on shirts, allowing one to show off the neck nape. On other tops, you’ll find narrow boat necklines that have been cut deliberately long and high, so they slide off the shoulders in a stylish way that seems unintended.

Other key features include block colour, bi-fabric mini dresses and jumpsuits, and sharp overlaying panels that add to the visual excitement.

“Dress codes for the office are becoming increasingly less formal – there’s less need to prove your level of competence or professionalism by wearing a power suit (barring certain fields, of course). There’s also more flexible hours in the corporate worksphere, more freelancers, which have led to workwear becoming less formal. We find the way people wear clothes very interesting, and this collection plays with that,” says co-founder Sven Tan.

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Where to buy

Aside from Ion Orchard (#B1-06), Tangs Plaza and its online boutique, the brand is stocked at multi-label store Kapok at the National Design Centre. Stop by its Ion Orchard boutique for a cup of joe and sweet treats from its in-store cafe run by Plain Vanilla.

 

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