Green Circle: All about QLOTHÈ

Updated: Apr 26

We had a chat with the multi-talented Elvynd Soh, Creative Director and visionary of homegrown label, QLOTHÈ. When Elvynd set his goal to build a sustainable fashion label that walk-the-talk, there was no holding back. Trust us on that .


When and why did you start QLOTHÈ?

Elvynd: We started QLOTHÈ here in Singapore just a little shy of 2 years. I never had the opportunity to go through formal design education, instead picking up skills on the side during my schooling days, so I’m a self-taught designer! Fortunately enough, my mom and aunties are veterans in the industry, and I was able to learn from the pros. I went down very traditional college pathway which I was never really passionate about, and so when the chance arose, I started QLOTHÈ as a way of self-expression, and to inspire everyone else to do the same. Everyone has their own little origin stories, and I wanted people to be able to do that through the way they dress themselves. Being a rather (read: totally not perfect) green person myself, I eventually decided that QLOTHÈ needed to be a representation of that, and that we have a duty to help people be more mindful about the way they consume fashion, and so we transitioned to being a sustainable womenswear label and never looked back.



Why did you decide to make the brand sustainable? E: Being a rather (read: totally not perfect) green person myself, I eventually decided that QLOTHÈ needed to be a representation of that, and that we have a duty to help people be more mindful about the way they consume fashion, and so we transitioned to being a sustainable womenswear label and never looked back. Knowing how the fashion supply chain works really opens one’s eyes to just how dirty the business can be, both in terms of unethical business tactics and environmentally damaging practices. It’s apparent to me that QLOTHÈ needed to play a part in being the solution, and ever since last year we really came in hard on changing not just the materials we use, but also the way we work.


How is your brand sustainable today? E: First things first, while we call ourselves a “sustainable womenswear label”, we strongly feel that there’s no such thing as being perfectly sustainable, and there’s a ton of things that we can still improve on.


That being said, we’re really proud of what we’ve done in 2019 to make ourselves a more sustainable womenswear brand. Our very first approach was to be mindful about the materials we u