Generation ZEN

Known for its Japanese-inspired, gender-neutral garments, GRAYE is the Singapore-based label that continues to resonate with a new generation of customers. Here's why.

- VALECIA LEE

From campaigns that marry androgynous style with a Gen Z edge to its uncompromising dedication to quality, it seems like founder of GRAYE, Xie Qian Qian, has cracked the sartorial code. In just eight years, the label has steadily expanded beyond its initial online-only presence with brick-and-mortar stores that include its flagship at Wheelock Place, and a second outlet which opened in the trendy Tiong Bahru enclave just last year.

Fuelled by a bold entrepreneurial spirit, the Nanyang Academy of Fine Arts alumni founded GRAYE in 2016 right after her graduation. “GRAYE was born to bridge the gap for casual men’s and unisex wear in Singapore. However, the greatest challenge lies in aligning our creative vision with commercial viability,” shares Xie. Noticing a gap in the local market for unisex apparel, Xie merged her timeless interpretation of modern menswear with elements of Japanese tailoring.

Underpinned by a modern zen ethos that prioritises quality over quantity, refined simplicity over abundant details, GRAYE’s garments and accessories are designed to seamlessly blend functionality and style. “I embrace an indirect and restrained design philosophy, where minimalism doesn’t mean sacrificing intricate details or practical functions,” says Xie. The brand’s elevated essentials include its signature mid-sleeve tees, adjustable drawstring pants, and double-breasted wrapped kimonos and utility workwear jackets for outerwear devotees.