Singapore’s In Good Company Celebrates 10 Years of Minimalist Fashion

In a significant milestone for Singapore’s fashion industry, the brand In Good Company celebrated its tenth anniversary with a fashion show at the National Gallery Singapore on September 5, 2023. Originally launched in 2013 as an e-commerce platform, the brand expanded to a physical retail space at Ion Orchard in 2015. Over the past decade, it has become known for its minimalist designs that effortlessly blend simplicity with sophistication.

The brand’s creative director, Sven Tan, explained the philosophy behind their aesthetic. “We are drawn to very clean lines, and that’s why many think of us as a minimalist brand. But even though our designs look simple, there’s always a subtle layer of complexity. Our aesthetic is really about simplicity that’s also subtly expressive,” he noted.

Founded by Tan along with partners Jaclyn Teo, Julene Aw, and Kane Tan, the collaboration was a natural evolution from their previous work together at the now-defunct local label Alldressedup. Teo, who serves as the managing director, shared, “The friendship, connection, and professionalism we saw in each other gave us the confidence to make the leap into entrepreneurship.”

Timeless Designs and Market Position

Fans of In Good Company appreciate its modern styles that prioritize wearability. The brand aims to provide clothing that customers can rely on for various occasions. “Even though it may be a plain shirt or dress, it is that trusted piece you will go to time and time again,” Teo explained.

The pricing strategy positions In Good Company in a niche market, with products typically priced in the low hundreds. Teo emphasized, “We are not fast and mass fashion. We design with a lot of intention and purpose.” The brand focuses on creating high-quality garments that stand the test of time, appealing to those who value both aesthetics and durability.

Teo noted, “Our aim is to retain that independent design spirit while offering products at price points that are accessible to our market.” The customer base is diverse, including women from different generations who appreciate the attention to detail and refined finishes characteristic of the brand.

Commitment to Craftsmanship

Craftsmanship is a core component of In Good Company’s identity. The brand stands out in Singapore for conducting its entire sampling process in-house. “We sample every single style we develop ourselves. It is the only way we can perfect every piece through our own hands and our team,” Tan stated.

Research and development on fabrics is another focus area. The brand incorporates a variety of materials, including lightweight linen denim, which has gained popularity in recent collections. Teo explained that the choice of fabrics is influenced by Singapore’s climate, resulting in designs suitable for layering without compromising comfort.

The brand recently opened its Atelier, a space designed to engage customers and showcase the design process. Teo mentioned, “By opening the space, we can meet and connect in an intimate setting with those interested in us.” This initiative aims to foster a sense of community and creativity, which has always been at the heart of the brand.

In Good Company also collaborates with local businesses, including the café Plain Vanilla, located within its boutique. These partnerships enhance the shopping experience, positioning the store as a lifestyle brand rather than just a retail space. Teo remarked, “We want to keep the customer in the store for as long as possible – whether they buy or not is not important; what’s valuable is their desire to stay here.”

As the brand marks its tenth anniversary, it plans to launch a series of pop-up events and introduce new womenswear and menswear collections later this year. Both Tan and Teo attribute their success to a commitment to craftsmanship and a focus on building sincere connections with consumers.

“We had the simple, humble thought that we can make this brand succeed if we focused on our craft,” Teo reflected. Tan added, “It boils down to our dedication to crafting effortless clothes and staying committed to our design vision.”

With a clear identity and a dedicated customer base, In Good Company stands as a testament to the potential for homegrown brands to thrive in a competitive fashion landscape.