Uniqlo doubles down on efforts to become Singapore's national uniform

July 1, 2024 SINGAPORE – Fashion retailer Uniqlo appears to be embracing its role as the Singaporean man's default dresser and has rolled out a Singapore-exclusive color palette for its lightweight Airism tops that it wears on the SG uniform. The three new Singapore-exclusive colors for its oversized short-sleeved 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 that Uniqlo has launched a collection for Singapore. In March, the brand partnered with the National Library Board to launch exclusive t-shirts inspired by Singaporean literature. With 31 stores on the island, Singapore is the market with the highest density of Uniqlo stores per capita outside of Japan, surpassing other markets like 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 the omnipresence of Uniqlo have garnered hundreds of thousands of views here. A viral video by user Sherrgoh, captioned of the SG boys shopping for their uniform in new colors, 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 this idea that the Uniqlo uniform for Singaporean men is not at all desirable. But is this really the case? What's wrong with clothing selection criteria consisting of well-made basics that can stand the test of time? “I love that the SG uniform is mentioned,” says Mr Tan, referring to the new Singapore-exclusive colours for the Airism T-shirt. Even if they look like colours from the past. And yes, I have 10 of them, that’s why I know. Other Singaporean men who spoke to The Straits Times, such as Mr Raffli Noor, 39, agree that the SG uniform stereotype is generally accurate and are not perturbed by the online mockery. I think there are many other brands on the market that are in a similar price range and quality, like Muji, but Uniqlo makes it easy to get the same piece of clothing that fits you well multiple times or in different colors, says the lawyer, who wears Uniqlo to work almost every day. It is certainly the convenience that appeals to a large section of Singaporeans, he adds. Mr Lau Kang, 26, who spoke to ST while dressed entirely in Uniqlo, said not standing out is part of the appeal of packing your wardrobe with the brand. It’s suitable for bars, restaurants, beach days and casual wear. And not standing out means fewer stares in public, he says. Overall, Uniqlo hits all the right notes for what I want in menswear. However, he adds that he is unlikely to adopt the new Singapore-exclusive shades of the oversized t-shirt. I'm not that obsessed, he said. Sources 1/ https://Google.com/ 2/ https://asianews.network/uniqlo-doubles-down-on-being-singapores-national-uniform/ The mention sources can contact us to remove/changing this article

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Uniqlo doubles down on efforts to become Singapore's national uniform

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Uniqlo doubles down on efforts to become Singapore's national uniform

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