Nostalgic Fashion: The Rise and Fall of Iconic Singaporean Brands
In the digital age, where convenience often reigns supreme, it’s easy to overlook the intricate rituals of shopping of yesteryears. The experience was almost communal, filled with anticipation and the thrill of discovery. As I was clearing out my closet recently, I stumbled upon a faux-fur leopard-print clutch from the now-defunct online store The Scarlet Room. This relic, part of an Alexander Wang design, transported me back to a time when securing a fashion piece felt like a true achievement.
Back then, shopping wasn’t just a matter of swiping a card online—there was an elaborate process where you would prepare for “drops” with all the intensity of a race. You camped out online, e-mailed forms detailing your desired items, and even had to dash to an ATM. Capturing a receipt photo and sending proof felt like a rite of passage, making the arrival of your item an almost masochistic reward.
Sharing this gem with friends in group chats sparked a flood of memories, as many reminisced about pieces that had required similar efforts. The concept of “shop local” was gaining traction during that time, slowly evolving from a trend into a statement of authenticity. With shipping fees looming large, purchasing from local brands became an intimate act of support. It was about more than just fashion; it was about feeling connected to your community.
Exhibit
Few shops could match the fervor surrounding Exhibit, which was synonymous with fashion-forward thinking. Founded in 2010, this boutique was a multi-label haven for Asian designers. From neoprene flare skirts to versatile safari vests, the items offered a fresh perspective on fashion staples. The allure of wearing something from Exhibit was so potent that pieces often guaranteed you a spot in a street style lens during the peak of that photography boom. The brand’s transition to a minimalist aesthetic eventually led to its close in 2019, but the cultural impact it left is still palpable.
M)Phosis
In the mid to late 90s, M)phosis was the epitome of hip streetwear. Founded in 1994, the brand effortlessly blended fun and chic with cutting-edge design. Its signature items, like mesh totes and slinky sandals, were often spied on influential trendsetters. A stark departure from the loud aesthetics of the time, M)phosis incorporated subtle minimalism that resonated deeply with youth culture. Unfortunately, despite a brief revival in 2018, the financial pressures ultimately forced the beloved brand to close its doors.
The Scarlet Room
The Scarlet Room was a phenomenon, particularly for the young and trendy. Founded in the early 2000s, it irresistibly captured the zeitgeist of online shopping where runway-inspired designs were just a click away. The excitement of trading pieces, like an “Alexander Wang” leather harness for a “Céline” denim shirt, spoke volumes about the communal spirit of fashion. As a pioneering blogshop, it provided accessible, urban-edged styles that resonated with those seeking to make their mark on social media. Its quiet closure around 2014 left a void that still lingers for many.
This Fashion
This Fashion, the popular affordable clothing chain from the 80s, continues to evoke intense nostalgia. For many, its racks offered trendy bargains, making it a beloved part of Singapore’s mall culture. The thrill of discovering stylish pieces—like high-waisted shorts or ethnic ponchos—felt like a rite of passage. Although the brand ceased operations in 2011, the emotional landscape it created for youthful shoppers remains etched in collective memory.
FrüFrü & Tigerlily
Founded in 2005, FrüFrü & Tigerlily was a beloved brand that catered to the cool, indie crowd in Singapore. Known for their DIY aesthetic, the founders drew inspiration from punk culture to create unique, reconstructed garments that gave a nod to vintage inspirations. This was a brand that encapsulated an ethos of creative experimentation, fusing fashion and music in a way that resonated deeply with fans. Sadly, it vanished from the scene in 2010, but its spirit lives on in the hearts of those who adored its unique designs.
Song & Kelly
Song + Kelly emerged during the minimalist movement of the 90s, expertly blending East and West. Founded in 1994, the brand is remembered for its elegant and sophisticated silhouettes adorned with cultural motifs. It catered to the stylish corporate woman and had become something of a status symbol. Before its closure in 2007, Song + Kelly had made significant waves internationally, even appearing in renowned department stores. Its archival pieces remain treasure hunts for vintage enthusiasts today.
Hansel by Jo Soh
In 2003, Hansel by Jo Soh captured the hearts of many with its vintage-inspired pieces and quirky prints. Known for nostalgic nods to childhood themes, this brand brought joy to the shopping experience, especially in its vibrant boutique setting. Jo Soh’s infectious enthusiasm and unique designs made shopping a delightful affair, a magnet for art directors and retro enthusiasts alike. However, the Mandarin Gallery storefront closure in 2015 marked an end to an era, leaving a colorful legacy behind.
Feist Heist
The introduction of Feist Heist in 2011 was groundbreaking, filling a niche in local fashion for intriguing menswear alongside women’s lines. This forward-thinking brand showcased pieces that defied minimalist monotony, from bold blazers to peplum blouses. It creatively blurred gender lines while attracting attention for its unique styles, yet unfortunately, it too succumbed to the evolving retail landscape in the mid-2010s.
As these brands may have faded from the scene, their contributions to fashion culture resonate deeply, especially for those of us who cherished the thrill of the hunt and the community it fostered. These names remain in our collective memory, symbols of a more intricate fashion era.
