Singapore-born Danelle Woo developed an interest in fashion when she was a little girl, cutting up her mother's jeans to be sewn into a jacket and reworking her school bag inside out. It was during a stint at POIS – a multi-label chain in Singapore that stocks top-tiered highfashion European labels – that Danelle fully realised her passion and decided to leave her position as the director of a PR agency and start Aijek from her home studio.
Focusing on modern feminine silhouettes and using natural sustainable fibres and fabrics like silk and cotton have resulted in timeless easy-to-wear pieces. Danelle wanted to create convertible creative designs that allow the wearer multiple ways of styling, and she has succeeded at that. Aijek made a name for itself when it was announced as the winner of Fashion Futures 2.0 – an initiative created by Singapore Fashion Week in partnership with the Council of Fashion Designers in America.