If your knowledge of the burgeoning Chinese fashion scene is limited, a new-to-town store is hoping to change all that. Enter Yours, a company first founded in 2020 as an online platform to introduce more contemporary and independent China-based brands to Singapore, and giving Chinese designs the exposure they need in the local market.
This month, the company just opened its first brick-and-mortar store – a conceptual space at 275A Outram Road in the trendy neighbourhood of Tiong Bahru.
The sleek Mod-meets-Brutalist space houses at least 20 independent Chinese labels designing ready-to-wear and accessories, including the Bauhaus-informed Roderic Wong and the sustainable label Chengguang Wang.
Yours opened its first standalone boutique in a shophouse along Outram Road, bringing in new designs every fortnight.
“We felt it was very important to invite our customers into our space. We truly believe that quality goods should be experienced, tried on and felt to understand their value. I think this is the true essence of fashion,” says co-founder Chen, who prefers to be known by her last name.
The 27-year-old Chen, who hails originally from China’s Guangdong province and is now based here, co-founded the label together with her China-based stylist friend. While Chen herself does not have a background in fashion, she has always been keen to dip her toes into the industry.
Yours plan to hold event pop-ups and collaborate with local brands and artists, to foster a community of like-minded individuals and bring in new products.
Having lived in China led Chen to develop a keen appreciation for its fashion scene, having had travelled to fashion-centric cities like Beijing, Shanghai and Shenzhen.
“With Yours, we hope to promote indie Chinese designers and showcase their innovation and creativity,” says Chen. “In the long term, we also envision that this oriental style will reach a wider audience, hopefully on a global scale.”
Ahead, she tells us more about her vision she has for Yours.
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