Fashion

Uniqlo doubles down on its bid to be Singapore's national uniform

SINGAPORE Fashion retailer Uniqlo appears to be embracing its role as the Singaporean man's default designer and has rolled out a Singapore-exclusive colour palette for its Lightweight Airism is the pinnacle of the brand that is used for the SG uniform.

The three new Singapore-exclusive colors for its oversized short-sleeve shirts, orange, red and dark green, were available in stores and online from June 10. The signage above them read: SG uniform.

This is not the first time Uniqlo has made a Singapore-focused release. In March, it partnered with the National Library Council to launch exclusive T-shirt designs inspired by Singaporean literature.

With 31 stores on the island, Singapore is the market with the highest density of Uniqlo stores per capita outside Japan, surpassing other markets such as Hong Kong and Taiwan.

There is approximately one Uniqlo store for every 180,000 people in Singapore, compared to one for every 155,000 people in Japan and one for every 220,000 people in Hong Kong.

The popularity of Uniqlos, especially among young Singaporean men, has sparked a wave of memes and online comments about the SG uniform.

TikTok videos mocking Uniqlo’s ubiquity have garnered hundreds of thousands of views here. A viral video by user Sherrgoh, captioned with SG boys buying their uniforms in new colours, has garnered over 1.6 million views and shows a man grabbing different shades of the same Uniqlo shirt off the shelf.

Asked about this stereotype, Mr Samuel Tan, a 37-year-old human resources consultant, defends the dominance of brands in men's fashion in Singapore.

Social media perpetuates the idea that Singaporean men’s Uniqlo uniform is completely undesirable. But is that really the case? What’s wrong with choosing well-made basics that stand the test of time?

I love that it says SG uniform, says Mr Tan, referring to the new Singapore-exclusive colors for the Airism t-shirt. Although they look like faded colors. And yes, I have 10, that's why I know.

Sources

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2/ https://www.straitstimes.com/life/uniqlo-doubles-down-on-being-singapore-s-national-uniform

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