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.
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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 Qian Qian. Noticing a gap in the local market for unisex apparel, Qian Qian merged her timeless interpretation of modern menswear with elements of Japanese tailoring.
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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 Qian Qian. 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.
“My approach is deliberate and unhurried. I believe in refining products until they are ready for consumption,” Qian Qian explains. Apart from its thoughtful design processes, GRAYE has also taken intuitive steps towards being an eco-conscious lifestyle brand. In a bid to reduce waste and breathe new life into old garments, the label has implemented sustainability initiatives like Revive at its flagship—a programme that allows customers to bring in their damaged or unused garments to be altered or upcycled. She shares her vision and plans for GRAYE with us.
You’re a female designer who specialises in menswear. How does this inform your approach to a gender-neutral aesthetic?
My approach to menswear and gender-neutral apparel centres around simplicity and understated garment details that seamlessly blend functionality with style. I take pleasure in crafting refined designs that pique curiosity for the wearer—those delightful hidden features waiting to be discovered within the garments; or a specific experience in wearing them that sparks a conversation. Through my designs, I aim to connect with my audience and foster a vision of modern menswear and genderless apparel that encourages perpetual exploration and curiosity in life’s finer aspects.
Besides functionality, what other features does the ideal unisex garment have?
An ideal unisex garment is one that seamlessly integrates into someone’s lifestyle. We recognise the importance of genderless designs that accommodate diverse body shapes and gender identities. By incorporating transformable features or designing them to be worn in multiple ways, our products become versatile, suitable for multiple uses, sharing, and reuse. Ultimately, our goal is to extend the product’s lifespan while maximising value for our customers through our unisex approach.
Upcycling and extending a product’s lifespan seem to be a big part of GRAYE’s philosophy. Why is sustainability so important to you?
At GRAYE, we adhere to the three R’s: Revive, Recreate, and Reflect. It has become a natural practice within the team to try our best to minimise wastage in all aspects of the business. This commitment is deeply important to me because I recognise the environmental impact of the fashion industry. After all, fashion is inherently a consumption-driven business. While we may not control the entire industry, taking steps to minimise waste within our brand is a meaningful contribution toward positive change.
Through your label’s Envision_B and Envision_D initiatives, which use digital tools to create custom-made garments and virtual wearables, it’s clear that you prioritise innovative methods to propel GRAYE forward into the future of fashion. What do you think about the role digital innovation plays in fashion design?
Digitalisation has helped tremendously with small companies like us. It really helped with work efficiency and reducing wastage. Most importantly, it aligns perfectly with our vision of customisation and bespoke services. From my perspective, digital innovation bridges the gap between people and fashion, opening up infinite possibilities for not just designers but also consumers.
What’s next for GRAYE?
We’re currently in the midst of a small rebranding initiative aimed at elevating every facet of our business. We’ve set new goals and are diligently preparing ourselves for an exciting phase of overseas expansion.
*This interview has been edited and condensed for clarity.