A surge in independent brands emerges in Singapore, showcasing unique products and personalized experiences as consumers seek alternatives during the pandemic.
In Singapore, independent businesses have seen a surge in popularity, particularly during the COVID-19 pandemic. The rise of these local brands, many operating virtually, caters to a thriving market of consumers eager to discover unique products and personalized shopping experiences. Female Magazine Singapore recently highlighted over 20 such independent ventures, showcasing their entrepreneurial stories and product offerings.
Among these is Wacky Wears, a label founded in August 2020 by sisters Liyana and Iwani Hashim. Initially starting as an earrings business to help cover university expenses, they quickly pivoted to a brand focused on everyday streetwear staples. Their offerings include T-shirts and hats featuring positive affirmations like “Good days are coming to you.” They primarily operate on a pre-order basis to minimize waste, allowing them to gauge customer interest before production.
Another creation of the Hashim sisters is Margo Manner, set for launch in January 2025. This brand shifts its focus to women’s apparel with an artistic influence. The sisters plan to use traditional techniques like watercolors to reflect everyday beauty in their designs. They aim to empower local creativity by collaborating with other artists for future collections.
Andrew Ng launched Skin+Bone to tap into nostalgia for childhood memories, combining humor with pop culture references in his streetwear designs. His pieces include T-shirts and collectible figurines, each crafted by hand to ensure uniqueness. Ng strives to evoke specific emotions through designs reminiscent of popular games and trends from the past.
Projectslacksss, founded by Dzakir in 2023, focuses on accessible and affordable streetwear inspired by various subcultures. His designs, which include jorts, caps, and graphic tees, aim to reach a diverse audience, while he seeks to explore feminine-centric styles in the future.
Cruddy, initially established by Vanessa Han in 2017 and now jointly managed with Shu Wen, has evolved into a creative powerhouse. The brand creates graphic tees and has collaborated with prominent names like Uniqlo. From their beginnings during the pandemic, Cruddy now offers a wide range of wearables and stationery products, including items featuring their mascot, Greg.
Pools is a community-driven T-shirt brand started by artist John Fan, which collaborates with a rotating roster of designers. Launched less than a year ago, it emphasizes artistic expression, producing limited drops in partnership with local creatives.
Epic, headed by Donna Chua, embraces the ethos of wearable art and showcases Y2K aesthetics through DIY-style creations. The brand’s product range includes corded and hand-painted items alongside semi-permanent tattoos.
Additionally, Bifolk Essentials merges fashion with functionality by offering prescription eyewear that blends style with everyday usability. Founded in December 2024 by brothers Aniq and Akiff, the brand focuses on delivering retro-styled sunglasses combined with prescription lenses, all released as limited drops.
Increasing attention is also directed towards wellness, as brands like Scent Journer and Placement Perfumes originate from a deep understanding of fragrance and its impact on well-being. Scent Journer’s offerings are crafted from ethically-sourced materials, incorporating mood-enhancing properties in their line of sustainable fragrances.
Denyse Oh’s Naouu brand produces ’90s-inspired apparel with an ethical approach, emphasizing local and small-batch production, while Junissca Tantono and Malcolm Sim’s Urbanized Co. specialize in inclusive athleisure wear designed to cater to diverse body types and skin tones.
This thriving independent scene further highlights the artistic diversity of Singapore, with brands such as Claycat and Objects of Mass Distraction innovating in jewelry and lifestyle products using found materials. Many of these brands have developed a significant following through social media and localized market strategies.
As the landscape for independent businesses continues to evolve, the support from local communities remains vital, enabling these brands to flourish and offer consumers bespoke options beyond mainstream retail.
Source: Noah Wire Services
