Singaporean boutique owners in their twenties are converting second-hand stores into multi-label outlets anchored by emerging Southeast Asian fashion brands. The shift replaces vintage racks with small-batch imports from Vietnam, Indonesia, and China to capture shoppers looking beyond standard shopping mall chains.
Multi-label retail models give small operators flexibility. Instead of relying entirely on unpredictable thrift sourcing, shopkeepers import limited runs directly from independent designers discovered via social media platforms such as TikTok and Instagram.
Shifting Shelf Space to Regional Labels
In November 2025, 26-year-old retailer Audrey Hong rebranded her Haji Lane vintage store, previously operating under the Un.wastelands banner, as Uno Collectives. Hong shifted inventory from purely second-hand garments to an even split between curated vintage and Vietnamese apparel brands, expanding her supplier roster from two to five rotating labels, including Tiemmem, Push Push, Twenti, Migcool, and 777angels.
Other independent operators are adopting similar sourcing structures. At Zabu Boutique on Hamilton Road, co-owner Cherry Pretty has built a roster of six consignors, shifting inventory toward Indonesian labels to balance curated vintage. Plop Apparels founder Jermaine Ho, who set up her multi-label concept in 2022, built the business on offering multiple variations of niche indie garments to mirror online search behaviour in physical spaces.
Along Jalan Berseh, 21-year-old Kalen Piamthipmanus opened Incoleur in August 2025. Piamthipmanus invested S$30,000 from savings and loans into the 800-square-foot ground-floor unit, stocking 10 to 12 independent labels alongside second-hand Japanese designer pieces from labels such as Junya Watanabe and Yohji Yamamoto. The brand selection includes Shanghai label Read Moh In Red, Vietnamese streetwear brand The Idiot, and local knitwear creator String of Kisses, with garment prices spanning S$10 to S$200.
Capitalising on Regional Sourcing
For independent fashion retailers across Southeast Asia, the multi-label boutique model provides a low-overhead buffer against high commercial rents in prime districts. Sourcing directly from regional manufacturing hubs like Ho Chi Minh City and Bangkok allows operators to maintain higher gross margins than consignment-heavy vintage retail, while offering exclusivity that mass-market fast-fashion chains cannot replicate.
Uno Collectives plans to add at least two more Southeast Asian apparel brands to its Haji Lane roster before the end of the year.
