Dear Singapore
When we first began sketching ideas for our SG60 collection, we knew it had to be more than just another set of National Day outfits. This collection needed to reflect the moments, stories, and everyday icons that make us proud to call this Little Red Dot home.
Back in 2015, we designed our first Singapore-inspired print for SG50, capturing familiar playgrounds, buses, and trains - a small tribute to the place that shaped our childhood memories. A decade later, for SG60, we wanted to go deeper. We asked ourselves: What memories of “home” can we put on a print?
Turning Everyday Icons into Wearable Stories
We started with the symbols that make Singapore unique — the soaring Red Lions, the quiet beauty of our HDB heartlands, and the food and landmarks that bring us together. Each print in the SG60 collection was hand-drawn and thoughtfully arranged, so every detail tells a part of our shared story.
Our Skyla Red and Skyla Blue prints pay homage to the Red Lions (the Singapore Armed Forces Parachute Team) - a highlight of every National Day Parade - capturing the awe of seeing the Red Lions descend against the city skyline.
The Haven reflects the heartbeat of Singapore life: void decks, corridor chats, and playgrounds where our childhood games came alive.
Designing Prints
"We wanted to design pieces that parents and children could both relate to - something that would spark a conversation about the Singapore we grew up with,” says Audrey, co-founder of The Elly Store. “The challenge was to make these bold, nostalgic graphics wearable for everyday life while still celebrating SG60 in style.”
Carol, co-founder, adds: “Every print starts as a sketch. We spent weeks refining layouts, colour palettes, and testing fabrics to ensure they’re not just beautiful, but also breathable and comfortable for Singapore’s weather.”
Designed for Families to Celebrate Together
Our SG60 collection was created for family twinning, with coordinated styles across menswear, womenswear, and kidswear. From breezy dresses to smart shirts and personalised tees, each piece is designed to move with your family - whether you’re at a picnic, watching fireworks, or just enjoying kopi at your favourite kopitiam.
Our complete SG60 collection is now live, featuring Travelogue and Team SG Tees that let children (and adults!) personalise their outfits with patches and badges that reflect their Singapore story.
Because there’s no better way to say Happy Birthday, Singapore than by wearing our stories together.
