Genuine Friendship Brings Success For Fashion Brand In Good Company
June 28, 2019
Starting a business can be challenging but when good company surrounds you, success can be achieved. In Good Company tells this exact story when it first launched and now has unveiled its third store at the Power Plant Mall. Built on genuine friendship, the brand reintroduces styles that are both elegant and can withstand time. The well-thought designs suit a modern lifestyle, especially for women of beauty and grace.
Building the ladder to success
In Good Company was established in Singapore in 2012. Creative Director Sven Tan and Chief of Design Kane Tan first came up with the idea. Though they are both men, they got interested in designing for women. In a travel blog, they shared “The many facets and lifestyles of women inspire us to design clothes that make them feel and look good.” The result of this inspiration is their easy-to-wear and distinct style pieces. Eventually, good friends Jaclyn Teo and Julene Aw joined the two designers to fulfill the brand’s vision of bringing timeless ensembles to women.
The brand started as an online fashion label. The 2013 Digital Fashion Week paved the way for the Sven and Kane to arrange their debut runway show. They presented their first capsule collection including “Mini Me.” These are clothes for young girls who like to emulate the styles of their mothers. This runway show allowed the designers to directly reach their customers. People got to familiarize with the brand’s modern style through live-stream videos and purchase from their e-shop.
Supported by good company
Back in 2013, their dream for the brand is to be a go-to label for women’s wardrobe essentials. Thanks to the ambitions and commitment of the team, In Good Company earned recognition across the globe. At present, it has three physical stores in the country.
Singapore Fashion Awards even awarded them as Designer of the Year under the Fashion category. This award and other measures of success of the business is primarily built on the support of good friends. For Kane, being in good company is “sharing the good and bad things in life with the people who are important to you.” While for Sven, he thinks it is being with people who support you, “where everybody can be themselves and be appreciated for who they are.” These positive beliefs of the designers helped in building their brand.
Scroll below to see some of In Good Company capsule collection.