4 New Casual Fashion Brands to Shop in Singapore

Their aesthetic ranges from English preppy to Balinese resort chic, but the four here are all rooted in the same ethos: Make stylish clothes for everyday. 

JACK WILLS

What: Britain’s younger, more accessible alternative to Tommy Hilfiger. Founders Robert Shaw and Peter Williams started it in 1999 in Salcombe, Devon, to cater to the upmarket coastal town’s hip collegiate crowd. The label introduced Australian designer Richard Nicoll as creative director this season.
The look: Nicoll – whose own designs exude a sporty, laid-back cool – has injected fun into the brand’s preppy staples that run from outerwear to bedding. For his first collection, he draws from ’60s Youthquake culture and the ’90s Britpop movement to create bubblegum day dresses, modish tailoring, and patch-covered parkas – timeless stuff given a playful zing.
Price: $14.50-$649
Where: It opened a 2,400 sq ft store – its first here – at #01-19 Raffles City last November.

PUBLIC SCHOOL

What: It’s the rising New York label to know now. Founded by Dao-Yi Chow and Maxwell Osborne seven years ago as a menswear brand, it won the Council of Fashion Designers America/Vogue Fashion Fund 2013 award (usually an indicator of future success), and branched into womenswear last Fall. The look: Think pared-down Alexander Wang, blending sportswear staples (tees, bombers, joggers) with clean tailoring, mostly in black, white and grey. What else makes its pieces a great uniform: the exquisite workmanship. Everything is manufactured in New York using fabrics from Italy, Japan and the US.
Price: US$232-US$926 (S$318-S$1,270)
Where: Club 21’s e-store

NAPAPIJRI

What: Originally an Italian travel bag company, its name is the Finnish term for the Arctic Circle and was inspired by 20th century expeditions often helmed by the Scandis. The 28-year-old brand is now owned by American conglomerate VF Corporation (owner of Nautica and Vans), with a focus on premium casual wear.
The look: Survivor-worthy separates that are smart enough for town too – updated utilitarian pieces like cargos, simple knits and chinos with trendy yet subtle elements. This season, for example, there are tone-on-tone Hawaiian prints, lace and embroidered floral motifs, and denim-like wool. True to its traveller heritage, they’re also functional – the range carried here is big on lightweight fabrics.
Price: $109-$1,199
Where Its first 1,700 sq ft South-east Asian boutique opened in March at #01-26 Capitol Piazza.

BAKKER MADE WITH LOVE

What: French native and Bali resident Valerie Bakker’s 13-year-old label, whose women’s line debuted here last November (there’s a matchy children’s range too).
The look: What cool French women wear on a resort holiday. There’s a bohemian elegance to Bakker’s beach-friendly silhouettes that range from loose-cut pants to halter-neck maxis, all hand-made by Balinese craftsmen using traditional methods like hand-weaving and natural dyeing.
Price: $49-$199
Where: Multi-label store Edit Lifestyle, 137-139 Tanglin Road

An adapted version of this story appeared in Female's May issue. 

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