Crafting Community: How In Good Company Celebrates The Magic Of Making Things By Hand

A look inside the Singaporean fashion brand’s immersive Atelier experience

Singapore fashion brand In Good Company, known for its modern and minimalist designs, offered an inside look at its creative process with its exclusive Atelier experience

Singaporean brands are crafting spaces that nurture creativity and community, and transforming stores into something much more. In our ‘Crafting Community’ series, GRAZIA Singapore takes a look at the special spaces and experiences that have popped up in 2024.

In Good Company was founded in 2012 by friends Jaclyn Teo, Sven Tan, Kane Tan and Juliene Aw—which may explain why the fashion label has always championed the power of community. This year, it became the first fashion brand to join the Fashion For Cancer charity fashion show, organised to raise funds for the National Cancer Centre of Singapore. Previously, In Good Company was part of the “A Community of Good” initiative that raised funds for Singapore’s migrant community together with the non-profit organisation, Healthserve. In Good Company has also helped raise funds for Equal, a charity that offers animal-assisted services; the fashion brand is now looking to start a sponsorship programme with Equal, and its team members are eager to volunteer with the organisation. What of its design projects? In 2024, it unveiled the In Good Company Atelier, which offered a closer look at the label’s design process and hosted a series of craft workshops. Ahead, the team tells us more.

Inside the In Good Company Atelier experience

What sparked the idea to create the In Good Company Atelier experience?
IGC: As one of the few Singapore brands designing entirely in-house, we have received numerous requests for a behind-the-scenes look into our creative journey. Our move to a larger space presented the perfect opportunity to invite guests into our world. The Atelier offered hands-on immersion through multiple touchpoints—from experimenting with our exclusive, mill-sourced materials to creating unique bag charms. Guests could explore our fabric library, understand our design process, and experience firsthand the materials we work with. It’s our way of transparently showcasing our design philosophy of harmony and balance. This interactive approach allowed us to reintroduce ourselves as a brand dedicated to authentic craftsmanship, where each creation reflects our commitment to thoughtful, enduring design. Every piece we make, whether a garment or a bag, is crafted with care and longevity in mind.

How is the Atelier experience different from the experience offered by In Good Company’s online and physical stores?
IGC: We saw this as a chance to connect with our community, and to bring people closer to the beauty of creating something by hand. We believe that when the skill and effort behind each garment is seen, it fosters a greater appreciation for the value and longevity of high-quality clothing.

Guests were invited to try their hands at making paper charms

How did In Good Company tap onto its community when bringing the Atelier experience to life?
IGC: In view of an upcoming collaboration with [local metal design studio] Baremetalco—whom we are working with for an installation to launch a new bag—we thought that it would be meaningful for our guests to also have an opportunity to learn about this brand. A workshop session was curated specially for our guests, helmed by the founder, Matthias Yong, who is a second-generation tradesman. He shares the same passion as us when it comes to discovering the creative possibility of fabrication—except that it is metal that he works with. Uplifting the community goes beyond the creative scene. For example, we also worked with two local establishments for refreshments that share our values of quality and innovation: Two Men Bagel House and Plain Vanilla. The success of Two Men Bagel House in Singapore [lies in how the brand] continues to push boundaries, injecting local flavours into bagels, which is a foreign food. Similarly, Plain Vanilla—which is In Good Company’s longest-running collaborator—does not see their business as simply serving food and beverage. Instead, they emphasise what they believe is a well-lived life. They focus on making simple food consistently well, and making every effort to favour tradition and comfort over trends. We find common grounds with these brands, as we are committed to uplifting local establishments that prioritise craft excellence over trends.