How to build a successful fashion brand in Singapore, according to three homegrown labels

Singapore’s fashion scene is fast-evolving — but building a brand from the ground up in such a competitive market takes more than just good taste. It requires vision, resilience, and the right team to bring it all together. We speak to three homegrown fashion labels that are not only surviving but thriving. From early challenges to breakthrough moments, they share what it truly takes to launch and grow a successful fashion brand in Singapore.

In Good Company: Ten years of subtle revolution

As In Good Company marks its tenth anniversary, the Singapore-based fashion label staged its very first runway show, set within the architectural grandeur of the National Gallery. It wasn’t a spectacle of excess, but a quiet triumph—a graceful display of thoughtfully crafted clothing, and a powerful reminder that fashion’s truest impact doesn’t come from volume, but from vision. 

Founded on the principles of restraint, refinement, and continuity, the brand has long positioned itself as a quiet disruptor in an industry often driven by seasonality and spectacle. “We’ve never believed fashion needs to be loud or trend-driven to be relevant,” says Jaclyn Teo, managing director and one-fourth of the founding team. “We actively resist the idea that design must constantly reinvent itself in order to be noticed.”

At the core of In Good Company’s ethos is the belief that fashion should be lived in, not just looked at. Their design language is subtle yet studied — familiar silhouettes reworked with unexpected details that alter how a garment moves, feels, or connects with the wearer. It’s an approach that values long-term relationships: between the designer and the piece, the maker and the material, the brand and its community.

That same philosophy applies to the team. After two decades of working together, the In Good Company team operates with a deeply ingrained sense of trust, respect, and shared purpose. “We’ve learned that what makes us work isn’t just our complementary skill sets, but our commitment to the same values — craftsmanship, quality, and clarity of vision,” Teo explains. 

One of their most defining moments came in 2015, when they opened their flagship store at Ion Orchard — not just a retail space, but a cultural platform. Designed to host collaborations with local artisans, pop-ups, and lifestyle experiences, the store became a physical expression of their belief that fashion doesn’t end with the garment. It was here that the brand reimagined its role — not just as makers of clothing, but as curators of connection.

But success has not come without its challenges. Operating in Singapore’s high-cost environment has tested the team’s business acumen as much as their creativity. “Production, manpower, rental — these are constant pressures,” Teo notes. “We’ve had to be incredibly deliberate in how we grow.” That means keeping production in-house, cultivating long-term partnerships, and expanding only when it makes sense. If anything, those constraints have sharpened their clarity. 

At In Good Company, design and production are in constant dialogue — a fluid process of iteration where each hand in the atelier is part of shaping the final piece. The result is a brand that values consistency not as repetition, but as a standard of care. “In a world of constant noise and change,” Teo reflects, “we aim to be a steady presence. Something our customers can trust — not just for beautiful clothes, but for consistency, intention, and a deeper kind of connection.”

Rye: The slow fashion label that’s designed with quiet intention

For Bessie Ye, founder and creative director of Rye, fashion is not a race forward but a deliberate return to essence. “Simplicity is complexity resolved,” she says, quoting Constantin Brancusi — a guiding principle that continues to shape the brand’s identity across seasons.

Rooted in longevity, material honesty and thoughtful design, Rye resists the churn of trend cycles. “We don’t design to be momentarily popular,” Ye explains. “Our clothes are made to live beyond the moment — to move with you, soften over time, and become part of your rhythm.”

That same philosophy shapes Rye’s creative process. Ye works closely with her five-person team, beginning each collection with a moodboard anchored not in trends, but in feeling. Sketches are pared back and refined through collaborative ideation and hands-on testing. “The transition from idea to object isn’t a handover,” she says. “It’s a flow. A conversation.” Her team plays an integral role in translating vision to garment, with an intuitive understanding that carries through every fitting— adjusting and refining until each piece feels true to its original intent.

While the studio operates with restraint, its vision is expansive. In 2023, the opening of Rye’s largest space yet at New Bahru marked a quiet milestone — a physical home for its growing community. More than a retail store, it became a site for workshops, dialogue, and unexpected collaborations. “There’s a co-creative energy here — communal, alive, unplanned,” Ye says. “It reminded me that creativity isn’t only in what we make, but in the spaces we shape and the relationships they foster.”

Navigating Singapore’s high-cost retail environment hasn’t been easy. With steep rents, rising manpower costs, and a culture that often rewards hype over substance, staying true to the brand’s ethos has required intention and restraint. Rye scales slowly, releases mindfully, and remains committed to craft over speed. “Yes, it’s slower,” Ye admits, “but it allows us to stay intact — creatively and financially.”

Looking ahead, Rye is preparing to launch its first menswear and jewellery lines in Spring 2026. “Menswear feels like a natural extension — honest fabrics, quiet confidence,” she says. But the future isn’t just about product expansion. Ye envisions collaborations that transcend fashion — with architects, sound artists, and sculptors — to explore how clothing interacts with the spaces we inhabit.

One long-held dream? A hospitality concept, inspired by a favourite Tokyo deli. “A place you return to often,” she says. “Something simple, grounding — like our clothes. A space that nourishes.”

At Rye, growth is measured not in noise, but in nuance. It’s a brand that reminds us: fashion doesn’t have to be loud to be revolutionary. Sometimes, the most radical thing is to move slowly — and with intention.

Jaedals: The sandals brand where comfort, creativity, and community walk together

For Maggie Dumra, founder of footwear brand Jaedals, innovation isn’t about being first — it’s about creating value by doing things differently.

At Jaedals, purpose and practicality go hand in hand. The brand’s signature trekky sandals are designed to break the age-old fashion rule that style and comfort can’t coexist. “I want women to feel confident without compromise,” says Dumra. 

Jaedals operates by what Dumra calls the 4Cs: Customer-first, Creativity, Content, and a touch of Crazy. Every team member wears multiple hats — a typical day starts at their hybrid store-studio space where everyone, including Dumra, supports retail.

Operations are managed with military precision by her right hand, Amalina Roslee, while the finance lead Irene Long keeps tabs on every dollar. Creative work kicks off in the afternoon with campaigns, content creation, and design — led by R. Sasmita and supported by a small in-house team. Dumra herself oversees everything from product development and manufacturing to social impact and long-term strategy. 

“If a customer walks in, we all jump in to help. Beyond the core team, Jaedals collaborates with freelancers, consultants, and a fulfilment warehouse that ensures logistics run like clockwork. “Every role overlaps, and every role is valued,” Dumra emphasises.

Shifting from e-commerce to opening a brick-and-mortar store on Orchard Road came with its challenges — renovation costs, permits, and doubling operations overnight. But Dumra refused to compromise on her values, including paying underprivileged women in Singapore fairly for sewing and customisation work. “We could chase higher margins. But I’d rather build a lasting community, create designs that outlive trends, and stretch our impact through collaboration.” 

The brand’s local production setup also allows for rapid prototyping — often within a week — letting Jaedals test new ideas with real customers before scaling. “It saves time, resources, and gives us honest feedback fast,” she says. “I’ve also learned not to trust my own taste too much — let data and customers guide you.”

Looking ahead, Dumra sees Jaedals expanding across genders, regions, and generations, while staying true to its roots. The launch of DIY Jammies Jaedals, a customisation kit, has even inspired her daughter to dream up a future collaboration with Blackpink’s Lisa. “That playful spirit — dreaming big and staying grounded — that’s the joy of building a brand.”

“One day, I hope we don’t have to ask who we want to collaborate with — they’ll come to us.” Lalisa, are you listening?