It is hard enough to launch and sustain a successful fashion label here in Singapore. But when you create a local label that pitches simple, monochromatic T-shirts at prices ranging from S$65 to S$155, you may as well have stacked the cards against yourself from the get go. Nonetheless, this is exactly what brothers Kenghow and Kage Chong did when they launched their own men's clothing brand Biro in 2013. They weren't exactly newbies. The duo had previously developed the streetwear brand, Massiveoutfit, that they founded in 2007. But they were importing, labelling and selling clothes made by others – which, as they learnt more about the trade, wasn't satisfying enough. They wanted to design what they sold, and very importantly, they wanted to play decision-making roles in selecting the fabrics used in their products. By 2010, the Chong brothers knew they wanted to focus on urban menswear, and spent the next three years on research and development. Within that time, they learnt as much as they could about fabric selection and tailoring. And in the third quarter of 2013, Biro was unveiled. READ: Creative Capital: The Nanyang Polytechnic entrepreneur fancying up men’s fashion The two brothers look very different. Kage, the younger one, has long, flowing locks,… Read full this story
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