(From left) Jaclyn Teo, 37, Sven Tan, 35, Kane Tan, 33, Juliene Aw, 37,
co-founders of In Good Company
You could say that this is Singapore’s fashion dream team. All four of them – Sven and Kane (designers), Jaclyn (sales and marketing director) and Julene (operations director) – were formerly from the now-defunct Alldressedup, the successful local label that scored prestigious stockists like New York’s Saks Fifth Avenue.
After leaving Alldressedup three years ago, they started In Good Company (IGC) and took a chance with a completely different retail model: producing capsule collections three times a year (in January, May and August) that are all about modern, seasonless wardrobe essentials at pocket-friendly prices (from $119). “From one capsule collection to the next, the idea is to add more pieces that fit (in with) what our customers already own,” says Sven.
Another surprising move? They launched a Mini Me line, for girls aged three to eight, at the same time. “We knew we didn’t just want a (womenswear) label, we wanted to develop a lifestyle concept,” Jaclyn says. IGC has also become known for its artistic collaborations – like the quirky bunny-shaped bags made with Hong Kong designer Hoiming and funky doodle-like prints on tops and dresses by Malaysian artist Kuanth.
These moves have paid off . IGC began as an online store (www.ingoodcompany.asia) but is now stocked at Kids 21, Tangs and hot multi-label haunts like Kapok and Keepers – and they’ve achieved all this before IGC turns three in December.
According to its designers, another key to IGC’s rapid success is getting fabrics right from the start. Cotton jersey pieces (from $159) are bestsellers, and the fabric is made in a mill in Hong Kong exclusively for IGC. It doesn’t hurt that the brand’s draped tops, structured jackets and cropped pants are age-defying too. Kane says it’s not a problem for his mum and sister, who are 22 years apart, to share these clothes.
As the co-founders have discovered that more people are falling in love with their brand, a brick-and-mortar store is on the cards. They also plan to take IGC overseas with standalone lifestyle stores in countries like Hong Kong, Indonesia and Australia.
Photography: Joel Low, Art direction: Evon Chng, Hair: Ann Lin/Athens salon (9003-0865), Makeup: Ginger Lynette, using Dior, Clothes & accessories: All their own
This story was first published in Her World Magazine July 2015.
Love shopping local brands? Here are 5 Singapore fashion designer brands to add to your wardrobe for work!