HOW IT ALL STARTED

“Our journey with the label started eight years ago in 2013, with the simple intention of creating a brand with thoughtful design elements and a high standard of quality that individuals with similar tastes would appreciate.”

ON THE LABEL’S AESTHETIC

“We aspire to be the go-to label for modern, everyday silhouettes with a penchant for elevating classics and adding unexpected details.”

ON WHAT SETS THE BRAND APART

“It would probably be our efforts in R&D, ie paying attention to refining finishing details and utilising premium fabrics that can be found at an affordable price.”

ON THE INFLUENCES THAT HAVE SHAPED THE LABEL’S DESIGNS AND PHILOSOPHY

“Organic shapes in nature and clean lines in architecture. Our core design philosophy consists of juxtaposing and blending the elements of masculinity and femininity against and with one another.”

THE BRAND’S SIGNATURE ITEM

“A style of capri pants called Michela that’s been an evergreen bestseller since we started. We introduced it as a versatile staple that can be styled for any occasion. Its cropped length and proportions always manage to be a perfect fit (no alteration needed ever) and it’s a flattering cut for different body types.”

ON THE SINGAPORE FASHION DESIGN SCENE

“There isn’t much of one because we don’t have a deep heritage in the art of modern dressmaking. Unlike other contemporaries in the US or Europe, designers here face the challenge of a lack of resources for inspiration and ample opportunities at established fashion companies to cut their teeth in the craft.

We also do not have an ecosystem of suppliers, artisans, craftsmen and retailers locally to support an industry… We hope to inspire the next generation of fashion designers to focus on design and the art and science of dressmaking here at IGC.”

HOW THE LABEL HAS SHAPED SINGAPORE’S FASHION SCENE

“We don’t think we’ve shaped the fashion design scene. But we would like to think we are offering local shoppers well-made alternatives to the fast fashion brands available. We do hope to inspire the next generation of fashion designers to focus on design and the art and science of dressmaking.”

HOW THEY HOPE TO FURTHER THE SINGAPORE FASHION SCENE

“We think that the local design scene has never been more vibrant – and more competitive! We do notice that like everything else, there is a certain homogeneity that stems from living in today’s Instagram world. Regardless of whether we are a local or foreign brand, we believe that the products will speak for themselves and we want to maintain a certain level of authenticity for the market we serve. We want to push ourselves further — not just on a local level per se, but to meet the rising standards of the global scene.”

DEFINING MOMENT IN SINGAPORE FASHION

“The early 2000s when we had fashion competitions – Kane, for example, took part in the Asian Young Fashion Designers contest in 2004 and came in second runner-up while Sven made it to the regional finals of the Mercedes-Benz Asia Fashion Awards the same year and won. These opportunities gave them more exposure and landed them jobs that helped start their careers.”

ON THE EVOLUTION OF THE SINGAPORE FASHION SCENE

“The local fashion scene today is more diverse than say 10 years ago with a surge of new local labels as social media has levelled the playing field for young designers to achieve commercial success. To elevate the fashion design scene, there must be a critical mass of designers, craftsmen and artisans who deeply appreciate and respect the minute design complexities of garment making. Every component from yarn to fabric to trims and zippers is a design opportunity in the vertical, that will define and elevate the entire industry.”

ON BEING LABELLED “SAFE”

“Clothing, like everything, is a personal expression! We would say that style or whether something is considered “safe” or “fashion” is something relative to the wearer’s personality and the occasion!”

ON WHAT SINGAPORE CONSUMERS WANT

“They are confident, savvy shoppers who want to look good and feel like themselves in their outfits… They’ve also become more adventurous and appreciative of local brands with the help of social media. (Having a successful brand) is no longer just about the product, but the entire shopping experience – from new launches to offering seamless online-to-offline convenience.”

A version of this article first appeared in the August 2021 The Great SG Fashion Book edition of FEMALE