A Rising Wave of Creativity in the Lion City
Singapore may be known for its gleaming skyscrapers, Michelin-starred hawker stalls, and global business hubs, but beneath that polished exterior lies a thriving indie scene. From fashion and lifestyle to food and wellness, a growing number of independent Singaporean brands are redefining cool—infusing local heritage with global flair, sustainable values, and bold creativity.
These indie brands aren’t just selling products—they’re building culture, telling stories, and shaping Singapore’s creative identity in ways that are refreshingly raw, real, and relevant. Whether you’re a local trend-seeker or a curious traveler, here are some of Singapore’s coolest indie brands you should absolutely know.
Beyond The Vines – Minimalist Design, Maximal Impact
Founded in 2015 by a husband-and-wife duo, Beyond The Vines blends everyday functionality with bold, minimalist design. Originally launched as a ready-to-wear fashion label, the brand has since evolved into a multidisciplinary studio, designing everything from clothing and accessories to lifestyle objects and homeware. Their signature Dumpling Bags—practical, unisex, and available in eye-popping colours—have become a cult favorite. What sets Beyond The Vines apart is its ability to combine sleek aesthetics with affordability and accessibility, creating a lifestyle brand that feels both local and world-class.
Why it’s cool: Vibrant, functional design that appeals to all ages. Their flagship Design Store at Ngee Ann City is a must-visit.
Plain Vanilla – The OG Boutique Bakery
Before the café boom, there was Plain Vanilla—a humble cupcake shop that quickly turned into a neighborhood favourite. Today, they operate multiple locations across the city, each uniquely designed but all carrying the same homey charm, hand-crafted treats, and community-focused vibe. Their cupcakes are still legendary, but Plain Vanilla has since expanded into savoury brunches, fresh bakes, and curated lifestyle corners featuring indie books and local crafts.
Why it’s cool: A cozy, timeless brand that supports slow living, good coffee, and great company.
YHF (Your Hands Flow) – Streetwear for the Soul
One of the freshest voices in Singapore’s streetwear scene, YHF is all about self-expression, personal struggles, and spiritual growth—packaged in edgy, gender-neutral silhouettes. Their collections often explore mental health, loneliness, and social identity, making them a hit with younger consumers looking for meaning in fashion. The designs are bold but wearable: oversized tees, heavy hoodies, and statement pieces with embroidered or printed poetry. It’s a brand that wears its heart on its sleeve—literally.
Why it’s cool: Thoughtful, poetic fashion for the emotionally woke generation.
Fictive Fingers – Textile Art Meets Everyday Life
Helmed by two sisters, Fictive Fingers is a small-batch textile studio that breathes new life into traditional hand-printing techniques. Every fabric design is screen-printed by hand, making each item—be it a tote bag, apron, or cushion—truly unique. Inspired by nature, folklore, and Southeast Asian patterns, their works celebrate craftsmanship and storytelling. The brand keeps a low profile, but its loyal following appreciates the rarity and artistry behind every piece.
Why it’s cool: True slow fashion with a soul, built on heritage, art, and purpose.
Naiise – The Indie Marketplace Powerhouse
No list of Singapore indie brands is complete without Naiise. More than just a retail platform, it has become a launchpad for countless local creatives and entrepreneurs. From quirky Singapore-themed souvenirs and stationery to artisanal snacks and homeware, Naiise celebrates everything made with heart. Their curated product range features both emerging and established independent brands from Singapore and around the region, making it a go-to for gifts, lifestyle upgrades, or a dose of local creativity.
Why it’s cool: A one-stop shop to discover the best of Singapore’s indie scene.
Sifr Aromatics – Singapore’s Bespoke Scent Specialists
Tucked away in Kampong Glam, Sifr Aromatics (pronounced “see-fuhr”) is a modern perfumery rooted in tradition. Run by a third-generation perfumer, this indie brand offers custom fragrance experiences, handcrafted candles, essential oils, and perfumes—many infused with rare botanicals and natural ingredients. Sifr’s unique blend of heritage, design, and sensory exploration sets it apart from mass-market scents. Whether you’re designing a personal signature fragrance or just browsing their scent library, it’s an unforgettable experience.
Why it’s cool: Personalized perfumery with history, heart, and heady complexity.
Scene Shang – Modern Chinese Design for the Contemporary Home
Scene Shang blends the elegance of traditional Chinese aesthetics with modern design, creating furniture and lifestyle items that feel both nostalgic and refreshingly current. Think rattan chairs with geometric frames, porcelain décor with gold accents, and elegant side tables made with Singapore heritage tiles. Each piece is crafted with sustainability in mind, and often involves collaboration with Southeast Asian artisans.
Why it’s cool: East-meets-modern design that brings culture home, beautifully.
Hatch – Ethical Fashion That Empowers
Hatch is not just a fashion brand—it’s a movement. Their mission is to equip underprivileged women with skills in design, sewing, and entrepreneurship. Their products, from minimalist clothing to eco-friendly tote bags, are made by graduates of their training programs. The result? Stylish, purposeful pieces that support livelihoods and sustainability.
Why it’s cool: Empowering women through fashion, with every item telling a powerful story.
BooksActually – A Literary Hideout That Doubles as a Cultural Icon
Tucked in a corner of Tiong Bahru (and now mostly online), BooksActually is a bookstore with soul. Known for supporting local writers and publishers, the brand has launched countless Singaporean literary voices through its imprint, Math Paper Press. From poetry chapbooks to design zines and vintage typewriters, everything about BooksActually oozes indie authenticity. It’s more than just a store—it’s a cultural institution that continues to shape Singapore’s creative consciousness.
Why it’s cool: Where the local literary scene lives, breathes, and thrives.
Sunday Folks – Dessert Artistry with Local Flair
While Sunday Folks may be known for their handcrafted soft serve and artisanal waffles, the brand’s cool factor lies in its dedication to detail and aesthetic. Each dessert is plated with precision, blending Japanese, European, and local flavors. Their packaging, branding, and café interiors are all Instagram-worthy, making them a favorite among creative types and foodies who care as much about form as flavor.
Why it’s cool: Ice cream as art, and every visit feels like a mini escape.
Final Thoughts: A City That Supports Its Dreamers
Singapore may be a small island, but its creative scene is anything but. The indie brands above represent just a slice of what the city has to offer—each one telling a different story about identity, resilience, craft, and culture. Whether you’re a curious shopper, a collector of experiences, or a supporter of small businesses, diving into Singapore’s indie scene is one of the best ways to understand the heartbeat of the city. Behind every cool brand is a passionate founder, a bold idea, and a community of people who believe in building something different. So the next time you’re exploring the streets of Singapore or scrolling through local marketplaces, take a moment to support indie. You’ll be surprised how much more personal, thoughtful, and fulfilling the experience can be.
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