How 22-Year-Old Donna Chua Built Epic, A Cult Label Among Singapore's Gen Z

Who: Donna Chua, 22, computer science undergraduate, UI/UX intern, and founder and designer of the fashion label Epic and the semi-permanent tattoo brand Epicink

Her achievements:  This fashion girlie started her Y2K-inflected label Epic four years ago – when she was in her final year of the International Baccalaureate programme at the School of the Arts Singapore. (That’s the brand’s Demolition skirt and Exterminator top that she’s got on here.) These days, the online business (epicgirl.club/) has not only gained a cult following among Gen Z-ers for its Teyana Taylor-esque metallic bikinis and vintage-wash basics printed with cyber sigilism motifs, but also expanded to include temporary tattoos of the same aesthetic that are sold under the sub-label Epicink. Everything is designed by this self-funded, self-starter, one-woman-show too. If that’s not impressive enough, she juggles running this burgeoning fashion empire of hers with an internship in UI/UX design – a stint that will last till the end of the year – as part of her course as a computer science undergraduate at the Nanyang Technological University of Singapore.

How she manages her time: “I’m not even sure anymore at this point – my friends call me a monster for handling so many things. I’ve four main commitments daily and the breakdown of how I spend my time would roughly be 33 per cent on sleep – sleep is super important; 37 per cent on school or rather, at this point, my internship; 15 per cent on my business and 15 per cent on alone time, which helps me to avoid burnout. To further cope, I make to-do lists and have the support of my boyfriend, who helps me tremendously with ad-hoc tasks as well as coping emotionally. Eating well makes a difference to my mood too.”

Btw, what’s her star sign? “Aries! I definitely think being an Aries makes me naturally aggressive, especially when I’m with people whom I’m comfortable with. And it also makes me a bit impulsive at times when it comes to work.”

The story behind her brands: “I’ve always dreamt about starting my own clothing line since I was 15, and the circuit breaker gave me the push I needed to get started. I noticed then that a lot of small businesses were sprouting up and since I had plenty of time on my hands, I felt that I had nothing to lose. Meanwhile the idea for Epicink came about at the suggestion of my friend Kai. Growing up, I loved drawing on my skin so much that my dad suggested I become a tattoo artist. Through Epic, I started experimenting with cyber sigilism motifs on clothing and received comments that they should be made into tattoos too, so when Kai gave me the idea to do temporary ones, it was a lightbulb moment… Epic isn’t just a business for me. It’s a way for me to have fun and an outlet that keeps me going. During a really hard time in my first year of university, it supplied the drive and happiness I needed – even my friends could see how it was keeping me afloat emotionally.”

READ MORE: Inked Aspirations: Young And Creative 20-Somethings Embark On Tattoo Artist Careers

On funding: “My startup cost at the start was very little because my clothing designs then were all spray-painted or airbrushed on. I spent about $200 on an airbrush set, paints, and garments. To get the whole business off the ground, I paid all initial costs myself and depended on friends to get the word out on my shop. Since then, the business has gone through numerous phases including the launch of a fuller ready-to-wear line so my costs have hit the five-digit range.” (Her father helped with half of this when this happened, but Chua has since revised her operations to reduce costs down to a four-figure sum that she settles herself completely, she says.)

The first thing she bought with her earnings: “I actually don’t even remember. I just buy good food most of the time.”

The most rewarding aspect of her life: “Being appreciated and recognised for my work… There have been times when I’ve felt like my work wasn’t speaking to anyone, yet a single message of kindness from a customer would be enough to change that and make me feel like it’s all been worth it.”

Important lessons learned: “Burning out can hit hard. Whenever that happens now, I take a few days off. Not all product drops will do well and might barely make a profit, which can be disheartening, but I’ve learned that flops happen and I’ve just to keep on going. One other painful realisation has been that not everyone appreciates and can see the value and worth of an original design, especially with the increasingly rapid rise of micro-trends and fast fashion.”

READ MORE: A Directory Of Exciting Young And Indie Fashion, Beauty And Lifestyle Brands In Singapore

Is school important? “I don’t believe that educational qualifications make or break one’s future, but education can get one far, land you a stable job and help in daily life. Stay in school!”

Her definition of success: “Having a sustainable income while pursuing my passions and living a peaceful, happy life. Achieving success is important to me because I would love to live comfortably and to the fullest.”

Advice for other Gen Z dreamers: “Go for it and be daring. You don’t need a lot of start-up capital. Just come up with a plan to make things seem less daunting and just do it! When you have so much passion for something, nothing else really matters.”

What’s next: “Epic will be stocked at the Malaysian multi-label store Del’cs (both its online store and physical space in Petaling Jaya) soon and I’m so excited for that! I also hope to reach more international customers with the help of social media.”

THIS INTERVIEW HAS BEEN EDITED FOR CLARITY AND BREVITY.

PHOTOGRAPHY LAWRENCE TEO ART DIRECTION JONATHAN CHIA COORDINATION PAIGE BOON HAIR VANESSA DREA MAKEUP SARAH TAN, USING IT COSMETICS  

A version of this article first appeared in the July 2024 Overachievers Edition of FEMALE