Merlion Wayfarer: Style Theory, Southeast Asia’s largest online subscription-based designer fashion rental service, officially unveiled its first permanent retail store on 18 October 2019.
“We’ve been blown away by the impact Style Theory has had on shoppers in Singapore over the last three years, and we’re extremely excited to be launching our first permanent retail store as part of our goal to make sharing fashion the norm.”
— Raena Lim, co-founder of Style Theory —
Riding on the success of their pop-up stores, the online fashion rental company’s new physical store located at 313@Somerset introduces the “see now, rent now” concept for new subscribers to walk away immediately with their first box of rented items.
“Having successfully launched various pop-up stores throughout the years, we recognise that a physical space allows customers to easily find their perfect fit and interact with a like-minded community, which encourages them to embrace the idea of renting and reduce wasteful purchasing as part of the shift towards sustainable living,”
— Raena Lim —
The new permanent store will help first-timers get even more out of their subscription, providing over 300 apparel pieces and 30 designer bags in a location where customers can see, touch, try and immediately rent products – including casual everyday pieces, formal business outfits or occasion and weekend wear, as well as classic, trendy, and seasonal bags.
It leads the way in making sustainable living more accessible by bringing the fashion rental experience to life in a physical space, encouraging more consumers to embrace renting and kick over-consumption habits.
“The textile production industry is the world’s second-largest contributor to pollution after the oil industry today, with fast fashion leaving a negative impact on environmental waste. We are confident that Style Theory will be the future of fashion – one where people would feel that renting is equivalent, if not better, than buying as we make significant strides towards ending today’s buy-and-throw-away culture.”
— Raena Lim —
Entering The Store
Upon stepping in, shoppers will be greeted by an immersive life-sized art installation – The Infinite Wardrobe – designed in collaboration with Laura Francois, a prominent social impact strategist and sustainability advocate. The three metres tall installation, created entirely with retired clothing from Style Theory, represents a future where the dream of having an infinite wardrobe turns into reality through sharing clothing that are made to last.
Personal Styling Sessions
New subscribers can take advantage of complimentary 60-minute personal styling sessions (worth $250), where professionally-trained image consultants will share bespoke advice and recommendations based on body type and preference. The styling sessions are available by appointment during the store’s operating hours from 11am–10pm.
There are lots of motivational quotes dotted in eye-catching places throughout the store…
Build-Your-Own Welcome Kit
The Style Theory store also features a Build-Your-Own Welcome Kit section, where customers can pick out a curated selection of travel accessories, fashion items and other lifestyle items starting from November.
Exclusive Member Events
Additionally, subscribers get to be a part of a wider community and enjoy access to Style Theory’s curated series of exclusive member events on a first-come-first-serve basis.
A Create-Your-Own-Totebag booth at the launch…
About Style Theory
Style Theory is Southeast Asia’s largest subscription-based fashion rental service offering women the opportunity to build their infinite wardrobe in an affordable, convenient and sustainable manner. Founded in Singapore in 2016 by Raena Lim and Chris Halim, Style Theory operates in the sharing economy as a solution to fashion consumption that is making significant strides towards ending today’s buy-and-throw-away culture. In early 2018, the company launched into the Indonesia market, and now carries more than 50,000 high-quality designer pieces and more than 2,000 designer bags for its growing base of over 130,000 users. For more information, visit sg.styletheory.co.
Text: Merlion Wayfarer