Meet Frikin Guds, The Latest Indie Multi-Label Store In Town
It’s a small, cosy store hidden in Golden Mile Tower that knows it’s... freaking good.
If you’re a small business lover who needs to get first dibs on the newest indie brands in the region, this one’s for you. Enter Frikin Guds, a newly-opened concept store focused on curating a whimsical selection of goods from around the region.
Run by best friends Faizul Helmi and Genevieve Toh, both 30, Frikin Guds offers an array of products from small, independent brands that you’ve probably never heard of. For starters, there’s eco-dyed clothing with loose, flowy silhouettes from Chiang Mai-based Tha Homemade; functional handmade bags from Bangkok label Glare Glare; and funky 3D-printed lamps and vases designed and crafted in Malaysia by SAD Studio.
“We naturally gravitate towards brands that are thoughtful and intentional, and enjoy learning about how things are made and the people behind them,” says Toh.
Frikin Guds’ small-but-mighty retail space.
The pair trace their interest in starting a retail store back to their school days. Having met while studying retail management at Temasek Polytechnic, they have long shared a love for local labels, as well as a genuine curiosity about craftsmanship and the storytelling behind brands.
Today, Helmi runs his own creative agency, All Of The Above, while Toh works in marketing for a local fashion and lifestyle brand. You can call Frikin Guds a side hustle of theirs, but it’s easy to see that it’s one they’re deeply passionate about.
The inspiration behind the store? Their travels around Thailand, Indonesia and Malaysia, where they were drawn to the richness of the cultures and design landscapes.
“What stood out to us most was the range of homegrown brands there, from those deeply rooted in tradition through materials and craft, to contemporary and modern labels pushing design in fresh ways. That balance between heritage and modernity really resonated with us,” Helmi explains.
An array of hand-beaded accessories from Indonesian label Segi Jewelry.
At Frikin Guds, there isn’t a hard guideline for what the pair choose to carry in-store. Helmi and Toh seem to go with their gut, with the only criterion being that products have to be items they’d personally use.
Hence, the pair have also chosen to feature items from a number of homegrown brands that might sound familiar to some – accessories from lifestyle brand stillgoods, fragrances from FRM YTD and even graphic tees from the ever-popular Wacky Wears – though their focus remains on niche creators.
“While Singapore has some great multi-label stores, we felt there was room for one that’s a little further off the beaten path — spotlighting smaller, lesser-known brands from around the world that you might not stumble upon otherwise,” says Helmi.
For those who love all things print, expect to find the works of local publishing press PPIPPIPRESS on display too, as well as the cutest risograph goods from Thai illustrators Two In Row. The store is also home to a number of ‘Frikin Gud Finds’: carefully curated secondhand wares from Helmi and Toh’s travels that are available for purchase.
‘Frikin Gud Finds’ comprises the pair’s curated selection of secondhand items from their travels.
Stepping into their humble unit in Golden Mile Tower’s unassuming office block does indeed feel like uncovering a treasure trove of niche knick-knacks. It’s colourful, fun and there seems to be something to discover in every corner.
The space is also shared with Helmi’s office, which makes it feel all the more cosy – as if you’re walking into a dear friend’s living room. This laidback vibe is somewhat intentional: Toh shares that they worked on a tight budget when furnishing the unit, resulting in a minimal, bare-bones look that’s somehow still warm and vibrant.
“We wanted to make sure the space almost feels like a home, or a place you come to for comfort. The space is naturally colourful from the products we bring in, which makes decorating the place almost secondary,” she adds.
Although it’s only early days, they have plans to grow Frikin Guds into more than just a retail space. Those keen on hands-on workshops, crafting or even finding a like-minded community should keep a lookout on their Instagram page for future events that the pair promise will be all about “just showing up, trying something new and having fun”.
Frikin Guds is located at #08-09A, Golden Mile Tower, 6001 Beach Road. Open on weekends between 12pm-6pm, with additional walk-in dates posted on their Instagram stories.