THE PROCESS
“Made for women by women,” says Sihui Chua, 32, of her womenswear label. Founded in 2019, Hher reinvents classics by fusing feminine and masculine elements to create minimal and eclectic pieces. The name is a reinvention of the word “her” to include the founder’s initial and the word “he”. Sihui, who has a Workforce Skills Qualifications Diploma in Fashion Technology, says the emphasis is on tailoring, material, and construction to cater to the confident and unconventional woman. Though barely a year old, Hher is not just stocked locally at Design Orchard and Gather Stores, but also at American multilabel stores Re:Store and The Lobby.
Sihui says local production was the only way to ensure the quality of her pieces. “Before launching, I went around looking for contacts for any sort of manufacturing facility in SG, from big factories to home-based seamstresses,” she says. She finally settled on a factory owned by a seamstress with over 30 years of experience.
Sihui says she keeps prices affordable by absorbing most of the costs incurred for producing locally. It’s part of her larger plan to bring down manufacturing costs as its quantity increases with the label’s growth. She also personally sources for fabric suppliers from Japan, Korea and Europe to ensure high quality.
According to Sihui, there’s been an encouraging shift recently with people more willing to support local due to the Covid-19 situation. “I hope this #supportlocal spirit will continue,” she says.
Sihui has been inspired by the current climate: “In our next collection, expect more WFH-appropriate designs. Think partwork-part-loungewear, like button-down shirt tops, simple day dresses and co-ord sets with shorts,” she says. “We're also planning a capsule made with sustainable/ organic fabrics by year end.”
And she has plans to grow the brand, from launching more product lines (home decor, stationery and clothes for young girls) to generating more lifestyle and personality-driven content on her site.