From The Straits Times    |
IN GOOD COMPANY Capsule One THUMBNAIL

In the over-crowded market of womenswear, you might wonder why anyone would be interested in launching a new fashion label? For the four young Singaporean fashion industry veterans, the concept behind new brand In Good Company (IGC) is what matters; and it’s also why they think they’ll be able to fill a gap in the market.

IN GOOD COMPANY Capsule One DECOR
IN GOOD COMPANY Capsule One DECOR 2

Focusing on the “crucial essentials” that every woman needs in her wardrobe, designers Sven Tan and Kane Tan (no relation) have released the brand from the dictates of the seasonal collection to create “capsule collections” unrelated to the weather in other parts of the world. There will be about six of these a year with additional ad hoc collaborations with other designers – everything from handbags and jewellery to children’s toys – being released as well.

The collaborative theme runs not only through the owners’ business structure – there’s no “chief” designer for example – but is echoed right down to IGC’s logo and swingtags; cute “house” shaped tags that imply the brand is a “roof” over a variety of designers’ heads.

If the feminine but quirky aesthetic of IGC looks familiar and the designers’ names ring a bell, it’s because both Sven and Kane were behind the establishment of one of Singapore’s most successful fashion labels, alldressedup, for over eight years.

While you can easily see the alldressedup “DNA” of soft tailoring mixed with feminine silhouettes in the designs from IGC, this is clearly not a continuation of the brand. Gone are the bright patterns and mixed up colourways, in their place is a sophisticated palette of muted neutrals mixed with black, navy and white, as well as more “seasonal” colours of dusty peach and sage.

Shapes remain feminine, but with a slightly quirky edge that’s most noticeable in the volume created by pleats in jackets and ruffles on dresses and tops; there are a number of clever interpretations on the white shirt – all perfectly suited to Singapore’s sweltering weather – as well, repeating the aim of creating “crucial essentials”.

This “weather appropriateness” is also a distinctive feature of IGC’s capsule collection format; all of these items can be worn every day in Singapore and the Southeast Asia region; there’s no buying and holding onto until you head off on a winter trip.

As well as the superb finishing and attention to detail – for example the voile-type fabric used in the tops is actually double-faced, meaning there are two layers, to retain both lightness and modesty; and the super thin straps of the camisoles are “self-fabric” created from the same fabric – there’s been a concerted effort made to keep prices reasonable. Camisoles start at $49 and the “perfect” shirtdress goes for $189.

On top of the great prices, everything from IGC is actually machine washable; which is astounding considering the luxurious feel of the fabrics. This convenience means that the brand’s range of girls’ wear, the “Mini Me” range of cute shorts, camisoles, dresses and skirts – all adorned with the same finish and ruffles as mum’s version – are the perfect buy for a mini fashionista.

There is also a tightly edited collection of shoes and bags to go with the pieces, which IGC will add to via collaborations with other designers and brands over the coming months. The first will be with Hoiming, a Hong Kong-based company known for creating bags with a sense of humour. Three new In Good Company X Hoiming bags – the Maggie tote, the Christy reversible shoulder bag and the Joey card holder – will be available in January 2013.

If you’re looking for beautifully made, emminently wearable, wardrobe staples with a fashionable twist at a reasonable price, IGC is definitely worth a look. The designers describe the pieces as “crucial essentials” – which they are – but these clothes are also so much more. In Good Company is actually a new kind of lifestyle brand; one that will fill gaps in your life that you didn’t know you had.

In Good Company womenswear and girl’s wear is currently available from multi-label store Front Row and online at www.ingoodcompany.asia. You can also follow the brand on its Facebook page at www.facebook.com/ingoodcompany.asia. Front Row is located at #02-28 Raffles Hotel Arcade, Tel: 6338 2737. For more information about Front Row, go to www.frontrowstudio.sg. For more information about Hoiming, go to www.hoiming.net.

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