m smaller communities, assisting them in crafting stylish, high-quality products for an international audience. Behind the brand are three young Singaporeans: Germaine Lye and Mitchell Hong, a married duo, along with their close associate, Chanel Go. Apart from clothing for both men and women, the brand proudly showcases an array of artisanal accessories, from footwear and handbags to jewellery and hair adornments. The story so far “With the opening of our new physical store at Funan Mall, Barehands has implemented our omnichannel strategy of marketing, outreach and brand building,” Germaine Lye told Inside Retail. Lye said that the latest customer touchpoint is in response to requests from customers who had purchased through the online store and visited the brand’s pop-up stores at i12 mall at Katong and various boutique fairs over the years. “Our customers have given feedback to us that they would like to have a permanent outlet that is more accessible for them to try on both our made-to-order and off-the-rack pieces,” she added. She sees this hybrid approach as the way to go in Singapore and other APAC countries, as the enterprise gradually expands overseas. Versatility is key According to Lye, versatility is a key aspect in the design process. She describes the apparel that Barehands offers as versatile and elevated basics that can be worn in various settings. “Even though we started with linen, occasionally we do release collections  made from other types of materials like Tencel and prints using the Ikat technique, which allow for a wider target audience to enjoy our pieces,” she elaborated. Apart from quality and design, the enterprise tries to keep its price point within an accessible range.  “This allows not just a niche group of consumers but a wider group to access thoughtful, artisan-made products that contribute to a larger mission of growing small-producing communities, including our partnering team of Afghan refugee tailors based in Malaysia,” she said. The omnichannel approach Lye mentioned that Barehands’ omnichannel approach is not unusual. This is because, post-Covid, many customers are returning to physical spaces, especially for fashion. She has noticed that most consumers tend to want to try on a piece before making a purchase. “Apart from that, we received feedback during our pop-up participation that our customers would like a more permanent place to try out our pieces,” she noted. Given that one of the business’ core beliefs is to spotlight the hands behind the products it sells, the storefront also allows for customers to interact and learn more about the artisans they work with.   “We want to make our products more accessible for existing customers, as well as introduce the brand to those who love the brand’s style and want to participate in our mission of building strong and sustainable communities around the world,” she explained. The future Lye said the brand plans to expand both in the APAC region and globally, but at the same time, it needs to grow in tandem with its artisans and customers. At the heart of it, the brand is all about collaboration. When it comes to supply chain logistics, the brand works with trusted partners, and it is constantly in tune with ongoing consumer tastes and preferences. Lye is aware that the brand needs to adapt its offerings accordingly. “For example, our products are mostly natural fabrics like linen, which comes from the flax plant that grows easily using much less water, fertilisers and pesticides than other fabrics like cotton. So sustainability is a key concern for us,” she added. The brand is currently working on a capsule collection that will launch at the end of the year. Lye said that the collection will be launched online and in-store at its space in Funan.  “As the saying goes, ‘change is the only constant.’ We have to move in step with the evolving retail landscape; our take and perspective is that the future of retail has to evolve into becoming more interactive as well as the inevitable merging of the digital and physical,” she concluded.