Cover The founders of the homegrown fashion label In Good Company share what it takes to break into the fashion industry in Singapore
The founders of the homegrown fashion label In Good Company share what it takes to break into the fashion industry in Singapore
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The founders of the homegrown fashion label In Good Company share what it takes to break into the local fashion industry
From having a strong identity to offering high-quality designs, many elements go into creating a successful fashion brand. However, the founders of homegrown fashion brand In Good Company believe it was their strong friendship that laid the foundation for them to reach the level of success that they enjoy today.
Launched in 2013, the label quickly made a name for itself in the local fashion industry. Founded by Jaclyn Teo, Julene Aw, Sven Tan and Kane Tan, the fashion brand is loved for its stylish and functional elevated wardrobe staples.
The four friends first crossed paths while working as colleagues for a different fashion label. Over the years, their mutual respect for each other’s work drew them closer to each other. After multiple conversations, the friends realised their collective interest in creating something unique—so when they found an opportunity to start a fashion label together, they jumped at the chance.
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Teo and Aw share how the inspiration for the brand stems from a shared vision of redefining the modern wardrobe. The friends-turned-entrepreneurs had a mutual desire to “create thoughtfully designed pieces that resonate with a contemporary audience”. After many late-night discussions, they decided to name the brand In Good Company, representing the friendship they have forged over the years while also encapsulating the brand’s collaborative spirit.
Above Co-founder Kane Tan
Above Co-founder Sven Tan
Co-founder Kane Tan
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Ups and down
Breaking into Singapore’s fashion scene was no easy task for them. Compared to major fashion cities, Sven and Kane explain that there is a lack of “resources, local suppliers and vendors” in Singapore. From refining its design ethos to building supply chain partnerships, its early days were marked by plenty of trial and error.
The duo added that there were many constraints in a market like Singapore, where there is no rich dressmaking heritage. Fortunately, staying true to their core principles of quality and innovation helped them overcome these obstacles.
Today, In Good Company is one of Singapore’s most beloved fashion brands. Its clothing has been stocked at Saks Fifth Avenue in New York, as well as in other international markets including Hong Kong, Indonesia and Thailand.
Above Co-founders Jaclyn Teo and Julene Aw
Co-founders Jaclyn Teo and Julene Aw
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Meaningful apparels
When creating collections, Sven says his process is to not overcomplicate things. “Design, for me, is an emotional process. I have deep considerations for how the wearer feels in my designs,” he muses, adding how he believes in creating meaningful pieces that evoke a certain emotion.
Whereas Kane explains that his creation process differs depending on his design inspiration. He muses: “I start [my process] from the material, [especially] if I’m in a playful mood of experimenting on draping techniques. I may also start my process by studying details that I would like to incorporate and then choose the material that would best express that.”
The passion of both designers results in timeless apparel with an inventive twist. Not only are these creations modern and classic, but they are also designed for tropical climates, incorporating breathable and light materials in the garments.
Above Tri Acetate Jeanne Dress
Above Tri Acetate Falkland Dress
Tri Acetate Jeanne Dress
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So what are the co-founders’ favourite pieces within their collection? Kane and Sven have a unanimous pick: the Hiro jacket. A perennial favourite among customers and the team, the outerwear offers distinctive silhouettes and versatility, embodying the brand’s philosophy of creating elevated wardrobe staples that are both stylish and functional.
The power of community
Since its inception, In Good Company has continuously embraced collaboration. On top of working with partners who share similar values on sustainability and waste reduction overseas, the brand also teams up with fellow local establishments. Over the years, they have collaborated with multiple Singapore brands including bakery Plain Vanilla, gelato boutique Birds of Paradise and boutique hotel The Warehouse Hotel.
The brand believes in creating a space where collaboration thrives. The brand’s commitment to authenticity, together with a strong emphasis on collaboration and community building, allows them to create meaningful connections while also maintaining a distinct presence in the industry. Stories and insights from the brand’s community and collaborators are regularly shared on its website, fostering creativity, supporting local talent and building its community.
Above Cotton Rayon Kiran Dress
Above Tri Acetate Malika Dress
Cotton Rayon Kiran Dress
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Refining the craft
Upon reflection, the co-founders notice a more dynamic and competitive local fashion landscape in recent years. This spurred them to ensure that their brand continues to reflect individuality and purpose. The brand is constantly growing, refining its craft and adapting to evolving consumer expectations. On top of having a strong emphasis on collaboration and community building, the brand sets itself apart with its meticulous attention to detail from fabric choices to construction techniques.
Looking ahead, Sven and Teo hope the brand will stay true to its core principles. The brand hopes to continue supporting local talents, champion collaborations with emerging brands and foster a sense of community within the local fashion scene.
The entrepreneurs are enthusiastic about the future. This year, In Good Company celebrates its flagship store’s 10th year at Ion Orchard and with this milestone, the co-founders continue to have a strong passion for growing and pushing the brand to further heights.
Credits
Images: In Good Company
Topics
Amanda Goh was the former senior writer for Tatler Singapore.
