Tan Junyu and How Suphasiri have evolved Rookies into a multi-faceted destination blending vintage fashion and café culture, fostering community and engagement.
Tan Junyu, at the age of 21, has matured beyond the confines of his business named Rookies, launching ambitious new ventures alongside his girlfriend and business partner, How Suphasiri. Together, they have evolved the original concept into a multi-faceted lifestyle destination that blends vintage fashion retail with a vibrant café atmosphere. Located in the well-known Golden Mile Tower, the newly expanded Rookies includes not only an in-house apparel brand, Rookies Studio, but also showcases emerging labels from the region, all under the same roof.
Rookies, originally established in Peninsula Shopping Centre, has undergone significant transformation since moving to its new location last December. Tan expressed that the shift to Golden Mile Tower was intentional, highlighting his fondness for older malls that offer a more laid-back environment conducive to creative flexibility. “We’ve always had a soft spot for such malls,” he noted. Tan believes that the revitalization of these vintage spaces is crucial for the younger generation, saying, “As part of the younger generation, we should revitalise and reimagine these older spaces.”
This revamped venture aims to create an immersive experience for today’s consumers, particularly Gen Zers, who seek spaces that are unique, engaging, and filled with meaning. Tan further elaborated on this vision, stating, “Ultimately, it’s not just about selling products. It’s about building a space where people can discover new things, meet others and keep coming back for the vibe.”
Now featuring a high-quality selection of vintage workwear, streetwear, and styles such as rockabilly and Amekaji fashion, Rookies expands its offerings to include trendy brands like Yellow Fever and Isara Boro from Thailand, alongside its exclusive Rookies Studio collection. The in-house café, Haus Coffee, complements the shopping experience by serving coffee that aims to compete with the best. With exclusive beans sourced by celebrated Malaysian barista Surender Kumar, Haus Coffee offers a range of drinks, including unique options such as strawberry matcha and banana pudding.
Adding to the overall ambiance, Rookies hosts Sip & Spin sessions, where DJs spin curated tracks, fostering a lively community atmosphere that blends music, fashion, and coffee culture. This comprehensive approach transforms Rookies from merely a retail space into a full-fledged lifestyle destination that invites customers to return for the engaging environment.
This evolving concept is a reflection of new business practices and consumer expectations in the burgeoning vintage fashion scene, marking a significant step for Tan and How as they navigate and cultivate the retail landscape in Singapore.
Source: Noah Wire Services
