Hitting Singapore's hip fashion trail

Hitting Singapore's hip fashion trail

Kenny Santana, Contributor, Singapore

When Singapore's young and trendy go on the prowl for the
hippest, funkiest fashions, they head to two favorite hunting
grounds.

Clustered among the famous boutiques are those serving members
of Generation Y (the X-ers now having been passed by), offering
the cheaper, brandless goods loved by their target market.

Located in and around Orchard Road, one of the most famous
streets in the world, the two areas of choice are brimming with
outlets to help put paid to a monthly allowance.

Earning most favored shopping status among Singapore's youth
are the Annex in The Heeren (Orchard Road #19-01), and Level One
in Far East Plaza (14 Scotts Rd) that only opened late last year.

Most of the designers are twenty-something yuppies, some of
them aspiring John Gallianos fresh out of college. Don't be
surprised to find that the store owners are just as young,
bringing their own savvy to identifying what young shoppers want.

With about 90 stores cramming the basement of Far East Plaza,
Level One has emerged as the place to go for young Singaporeans.

"We could find all the looks we want here, from hip hop to
preppy chic," said Amala and Ruth, both 15, who were stopped
during a visit to the stores.

"Not to mention the quality is very good."

They admitted they could spend up to S$100 (Rp 490,000) per
visit.

Shopping for best buys is about strategy, and Level One's
stores have a little bit of everything to outfit shoppers from
head to toe.

There is lingerie and underclothes at Sheer Romance and
Forever Love, and even that sleek black dress to cover them up at
Womb, the best designed store (and each item on sale is
guaranteed to be one of only 10 on sale nationwide). If you want
to satisfy the Imelda Marcos in you, head over to Noda, a shoe
heaven on earth with prices starting from S$19.

Clothes? Check. Shoes? Check. Then it may be time to trim your
hair ($15 and up) at the funkily designed Haru Scene before
heading off to the party. Or not so fast: You can finish off your
total look with gorgeous silver pieces from Silvera or handmade
jewelry from Artiris.

Guys need not fear being left out for they can also indulge
themselves. The best place to start is 37 Degrees, my own
personal favorite where cool T-shirts sell for about $30 and some
sale items come for a real steal of $10. Lovers of streetwear
should visit Hooked Clothings for graphic-based tees ($29.90).
Pair them with the jeans sold at Pepper Plus for $20; the very
reasonable price might explain why this store is crowded all the
time, especially on weekends.

Once your shopaholic needs are sated, get the best kaya (the
rich jam made of coconut cream and eggs) on toast in Singapore at
Ya Kun Kaya Toast. Buy a jar or more to take home with you. Other
food stalls include Ice Gotcha, a juice corner using catchy names
for their beverages, which are also said to be good for detox
cleansing and slimming programs.

Annex is on the fourth and fifth levels of The Heeren, an
older shopping mall. The first store to welcome you at the
entrance is Ego, with Korea-made clothes from $19.90. There is
also On the Street, but it does not have much to offer guys.

While here, visit the FourSkin where, as the store's
provocative name indicates, there are lots of edgy tees with edgy
taglines. The prices of $40 and up are not that cool, however,
but a pair of their slippers will only leave a $5 dent in your
wallet.

If vintage is what takes your fancy, make a beeline for Oppt
shop, where way-back-when tees and shirts sell for $39 to $49
each. Expensive indeed, but they look like value for money on
their hangers.

Other must-visit stores are Re-/Barcode selling sandals (from
$59) to shirts ($39), Footloose, with all kinds of footwear and
77th Street, the biggest store around selling unisex clothes.
Actually, the best value for money at 77th Street is the ultra-
cool collection of water bottles, bearing snazzily drawn
cartoons, witty self-statements and retro but simple designs.

Annex also offers enticing home appliances at Alternatives,
with cheeky slogans such as "Food Not War" on its plates. Want to
impress your bedmate? Buy the pillows with the saucy messages
and, if that does not do the trick, try giving him or her a gift
certificate.

A different place to eat is Graffiti Cafe, its decor
consisting of wall graffiti made by whoever is brave enough to
leave their mark. Order the surprisingly tasty fried noodles for
just $3.

Not all the stores are worth a visit. Give Tattoo by Andy a
miss, its tastelessness is defined by the fact that it sells
tacky suede shirts. None of its collection is worth plopping down
some dollars for, unless you live in an 1980s time warp or are
flamboyant soap star Anwar Fuadi.

You will probably feel personally satisfied that you did not
resort to buying Louis Vuitton or Gucci or, God forbid, Versace
to impress your peers. The lesson is that it takes a bit of
creativity and patience to experiment with fashion. That, of
course, and the money to spend.