Co-founder & COO of Style Theory
In the 5 years since we started Style Theory, we've facilitated more than 2.3 million rentals and saved more than 600k pre-loved designer wear from prematurely entering landfills.
Tell us your story, how did you get here?
Prior to founding Style Theory, I worked as an associate at Goldman Sachs. I’d often find myself picking up new items of clothing to ensure I looked my best for meetings and networking events.
My husband and co-founder Chris actually asked me one day how it was possible that I had so many clothes, yet often complained I had nothing to wear. At that time, the environmental impact of fashion was being discussed more, and together, we felt there was something we could do to help the issue in Southeast Asia.
And so, Style Theory was born – it’s a circular fashion platform that lets women access an “infinite wardrobe” in the cloud. This helps to solve the problem that many of us have of constantly purchasing new clothes but having nothing to wear.
What impact have you made in Singapore?
In the 5 years since we started, we’ve facilitated more than 2.3 million rentals and saved more than 600k pre-loved designer wear from prematurely entering landfills. As one of Southeast Asia’s largest circular fashion players, we’ve also helped many customers realise the benefits of circular fashion. When Style Theory launched, many customers didn’t understand what it meant to have a sharing economy for clothes and bags.
Today, we’ve become a key player in sustainable fashion in SEA and paved the way for many others to follow. We’ve evolved one of the largest categories of clothes wastage by introducing a unique fashion sharing economy. Prior to Style Theory, most people would only associate rental with big-ticket items like wedding gowns or cars. I’m glad to say we’ve successfully shifted mindsets and opened up Singaporeans’ attitudes towards fashion rental and buying pre-loved.
What does 2022 look like for you?
Style Theory is currently already well-known in Singapore, Indonesia and Hong Kong. We’ve just rebranded our resale arm of the business as Second Edit and will be doubling down to grow our resale business. With Second Edit, we’re looking forward to riding this successful journey by expanding our wings into potential countries. Our long-term target is to thrive in more Southeast Asian markets, and we’re well on our way!
This year, we look forward to expansions into new regions (hello, Malaysia!) and also potentially new categories such as menswear and kidswear. So stay tuned.
What do you love most about Singapore?
Singapore, being a melting pot of different cultures, has allowed us to enjoy diversity across cuisines, fashion and festivals. As an international hub in Southeast Asia, it’s amazing that we get exposure and influence from all over the world, which makes us a truly unique country.
What’s the one thing you’d wear for the rest of your life?
A beautifully cut black dress that’s perfect for all occasions. Dress it up or down, the classic black dress is a versatile piece I’d definitely keep in my wardrobe forever.
Who is your Local Legend, and why?
My personal local legend is Juliana Chan, CEO of Wildtype Media. I admire her confidence and ability to talk about what she’s doing and her infectious passion for empowering and promoting women in STEM. She’s done a lot of work in raising awareness for marginalised figures in her industry and I’m all about women in power uplifting other women.