#2: It wants to be a part of your everyday sartorial choices.
Its only offering since launching in September 2017 is the plain old t-shirt. The women’s range comes in four iterations: A crew-neck, a V-neck, a cap-sleeved version and a tank top, and in three colours (black, white and grey). The men’s range offers three designs: A crew-neck, a V-neck, and one with a front pocket.
But why feature basics alone, especially in a saturated retail market like Singapore? Ooi reasons that his brand occupies a niche area that straddles both affordability and environmental considerations. “There aren’t many local brands that offer premium basics using sustainable materials,” he says. “Most brands that offer wardrobe staples are either made of low-quality materials that don’t last or are highly overpriced.”
The other reason is an obvious one: Tees are “the pieces we always turn to, and the ones we most often wear”.