Cover Why local brand Pinksalt wants to curate modest yet stylish swimwear (Photo: Pinksalt)
Why local brand Pinksalt wants to curate modest yet stylish swimwear (Photo: Pinksalt)
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Co-founders Belinda Lee and Ng Su May on creating swimwear staples that are versatile and comfortable
The sun is always out in Singapore, so there are usually plenty of reasons for one to spend the weekend lounging at your favourite beach club or by the pool—even better if you don the perfect swimsuit.
But finding a well-made swimsuit can be a challenge, especially if you’re looking for stylish yet modest pieces. Enter Pinksalt, a Singapore brand that offers just that.
Founded by Belinda Lee and Ng Su May, the homegrown label was conceptualised after Lee had spent time abroad in London. She had observed a stark contrast in the swimwear market between London and Singapore, where the former boasted a seasonal abundance of stylish pieces as compared to the offerings in Singapore that lacked fashion-forward and modest designs.
Hoping to bridge the gap in the local market, Lee wanted to start a brand that offers comfortable and modest swimsuits that do not sacrifice style.
For Lee, there was no one else she would rather work on this than Ng—after all, they had worked well together previously when they had to create an activewear brand for a project at the local fashion design schoo Textile and Fashion Industry Training Centre (TaF.tc).
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Above Co-founders Belinda Lee and Ng Su May (Photo: Pinksalt)
Co-founders Belinda Lee and Ng Su May (Photo: Pinksalt)
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Age is just a number
Ng and Lee met while studying at TaF.tc when they were pursuing different diplomas—Ng was studying apparel design and product development while Lee was enrolled in the merchandising and marketing course. The duo found themselves in the same module in 2016, where they had to come together to conceptualise and create a brand from scratch.
Being two decades apart age-wise, they might seem like an unlikely duo. But, they soon discovered that they shared a “similar wavelength and sense of humour”, making it a breeze to work with each other.
Of course, despite sharing similarities, it’s inevitable to have differences between the two. With Lee being a Generation X and Ng being a millennial, the duo had to make adjustments to accommodate each other’s preferences and habits. “For instance, Lee was entirely new to social media, lacking even her own Instagram account, and had to familiarise herself with the platform from scratch,” Ng shares, adding how their differences have allowed them to strengthen their collaboration, learning to leverage on each other. At Pinksalt, the duo have distinct roles and responsibilities—Lee oversees all the design works while Ng handles marketing, customer service, finance and the website.
Above Pinksalt's Wylie Two Piece
Above Pinksalt's Sophie One Piece
Pinksalt's Wylie Two Piece
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Overcoming hurdles
The duo’s passion for fashion and their ability to work together got them to join hands to launch Pinksalt. For the entrepreneurs, the launch process was long—on top of nine months of effort and perseverance, they also had to overcome the steep learning curve of entering the fashion industry.
Especially for Lee, entering the fashion industry was an eye-opening experience. Coming from a graphic design background, she shares how the fashion industry granted her a “newfound sense of creative freedom”. However, while graphic design has a “relatively streamlined” path from concept to final product, Lee shares that the fashion design process involves “navigating through a multitude of intricate steps and processes”. She continues: “Despite the steep learning curve, the journey has been immensely rewarding, offering an opportunity to explore and express my creativity in new and exciting ways.”
“Navigating the fashion industry as novices presented us with numerous challenges at the outset. However, despite this, we were determined to overcome these hurdles,” Ng adds, sharing how they would leverage on resources from various institutions and seek guidance from friends in the industry.
Above Pinksalt's Holly Dress
Above Pinksalt's Chrissy One Piece
Pinksalt's Holly Dress
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Stylish staples
When it comes to creating the label’s fashionable swimwear, Lee shares that the creative process begins with dreaming up the main print—one that serves as the cornerstone of every collection. Through the placement print technique, she ensures each piece in the collection seamlessly complements each other. “Each print tells a unique story, inviting the wearer to embark on a journey of exploration and discovery through the intricate motifs and imagery depicted in the pieces,” she shares.
Their community of customers help motivate them to dream up trendy pieces that don’t compromise on quality and style. Lee shares how their collections balance timeless elegance and contemporary flair. She says: “While we cherish classic designs that stand the test of time, we also inject fresh and trendy elements to keep our collections dynamic and captivating.” For example, the brand blends modern aesthetics with functional versatility by introducing contemporary swimwear shorts and tops that feature detachable sleeves.
While they have established themselves as a modest and chic swimwear brand in Singapore, the duo hopes to expand Pinksalt’s presence beyond domestic borders. On top of broadening its presence, Pinksalt also looks to expand its product range, encompassing offerings for men and children. “We aspire to create a diverse collection that caters to individuals of all ages, ensuring that everyone can experience the quality, style and comfort synonymous with our brand,” Lee says.
With the duo’s passion, the brand looks set on continuing to spotlight unique offerings, even amidst growing competition.
Credits
Images: Pinksalt
Topics
Amanda Goh was the former senior writer for Tatler Singapore.
