How homegrown label Graye is creating fashion for everyone and anyone

According to Calvin, the brand’s business development director: “Baby apparel tends to be very wasteful as you need to change a new batch every few months, due to babies outgrowing their clothes. Also, each brand has its own set of measurements, so one brand’s ‘3-6m’ clothes might fit, while another brand’s doesn’t, so there’s always a high chance that the apparel doesn’t fit.”

To address this, the brand’s upcoming baby apparel line will consist of onesies that are designed to fit different body structures, as well as pieces that also grow with your child over a longer period of time, instead of the traditional three to six months range.

Calvin also adds: “And instead of throwing the onesie away after the baby has outgrown it, we have also come up with an after-sale solution to turn the onesie into a T-shirt to further extend the lifespan of the garment. Through our design philosophy, we hope to encourage parents to consume more consciously, and also help to solve the sizing issues in baby apparel.”

Graye has come a long way since it was established in 2016, when it was operating out of a home studio and only selling through an e-commerce website. Today, the brand has managed to open a physical retail space at Wheelock Place and expand its offerings — even with the challenges brought about by the pandemic.

“The store is not just a place to browse and purchase our products, but a space where we hope to foster a sense of community for our followers. Customers will be able to get a behind-the-scenes view of our creative work, customise products they like, bring back products for repairs, or give them a new life in our store,” says Calvin.

The duo advocates a modern zen lifestyle, with clothes and accessories that are minimally designed. “Our roomy silhouettes and oversized look are more forgiving for many body types. That was when we decided to create more inclusive designs and change the brand’s narrative to become a unisex label,” says Qian Qian, who has a fashion diploma from Temasek Polytechnic, and a degree in Fashion Design from Nanyang Academy of Fine Arts.

“I am into transformable designs that bring about a deeper understanding of garment construction and technical skills. My fashion background aided a lot in the product development and direction of the brand,” she adds.

While they do boast an extensive range of stylish and versatile pieces to choose from, some of Graye’s bestsellers include:

1. CUPRO TEE, $55
Supple, soft, luxurious and sustainable, it’s made from Cupro and Lyocell Double Jersey, which are types of regenerated cellulose fibres. Suitable for all occasions and a great wardrobe staple.

2. TRANSFORMABLE BUCKET HAT, $75
It’s not just a reversible bucket hat – this can even be transformed into a sling bag.

3. KIMONO, from $109
Made with breathable material, the lightweight and structured outerwear designs work for both indoor and outdoor settings.

Initially, the homegrown label produced two main collections per year, but since 2020, it has opted for smaller seasonless collections to avoid overproduction. “The focus of our brand is to design products not based on trends, but instead prioritise garments that present comfort, functionality and quality,” says Qian Qian. With a muted palette in shades of black, grey, olive, navy and brown, the minimalist styles are all designed and sampled in Singapore, before they are produced in China.

A handful of Graye products, under the Artefact range, are manufactured in-house in Singapore by the creative team. These are upcycled, one-of-a-kind products and handmade accessories. “We have started venturing into more lifestyle products that are in line with Graye’s aesthetics, as well as the post-pandemic lifestyle,” says Calvin.

A design-led brand that puts functionality, sustainability, comfort and quality first? That sounds like a major win for all of us.

This article was first published in the January 2022 issue of Her World.

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