i.t fashion multilabel store in Singapore

So the rumour is indeed true! i.t, Hong Kong’s hottest multi-label concept store is landing in Singapore, right in the heart of Orchard Road at Wisma Atria in mid-June 2013!

Set to be the first Southeast Asian flagship i.t store, with a huge and spacious retail space of 10,200 square feet, the Singapore store will be a collaboration between Wing Tai Retail group and I.T (Hong Kong) group. Because of that, its store concept will be an iconic one by drawing inspirations from the i.t Hollywood Plaza store, which is situated in the heart of Hong Kong’s Mong Kok, through the usage of different patterned woods to create an edgy and individualistic mood, whilst exuding a modernist feel at the same time.

More importantly, the store’s wide array of 9 avant-garde, new-to-Singapore, cutting-edge street fashion brands, which will be presented in a shop-in-shop concept with their very own different personalities, is the highlight of the fashion conglomerate’s outing in our shores.

From it’s very own in-house brands from Hong Kong as well as Japan fashion brands, their uniqueness and key drawing point undoubtedly comes from the brands’ innovative style. This purposeful curation of brands certainly brings a great capacity for styling, mixing-and-matching as well as dressing fun in both the male and female shoppers.

“One of the competitive advantages that i.t multi-label concept store in Singapore as over the standalone stores found overseas is the coming together of nine distinctive fashion brands with unique personalities and aesthetics, that are set to generate new fashion ideas, tastes and styling, to become a new fashion hub for trend lovers.”

– Mrs Helen Khoo, Executive Director of Wing Tai Retail Pte Ltd


Needless to say, the entry of i.t store into our fashion retail stratosphere points to an exciting wave and breakthrough for our fashion scene. To spice things up, here are some of the looks that we have spotted from i.t’s press preview on Thursday, at Tamarind Hill:

i.t fashion multilabel store press preview

b+ab (i.t’s in-house brand)

Coinciding with the Spring trends this season is the seemingly-sweet and trendy style of clothes from b+ab, from both its Rouge Collection SS13, Fashion Line as well as the Jeans Line.

Seen here, the Rouge Collection can basically count its secrets through the notion of controlled-ness vs. free-flow, with the infusion of drapes that are contrasted with waisted looks in pastel and muted hues.

The resulting look could be deemed formal when paired with smart sleek pants, or adapt to a casual sunday look just by letting go and matching it with lightweight shorts or slouchy pants and sandals.

Alongside, the Fashion Line by b+ab brings in the same theory and style too, mixed with romance, harmony and elegance in its latest magically fueled “Magic of Dreams” collection, showcasing colour-blocking and graphical bunnies.

In a glance, the style of the b+ab mirrors that of brand’s spokesperson, actress Angelababy – demure yet playful and sassy at the same time, transcending that of the brand’s younger target group.

Prices starts from S$49 for tops from b+ab’s fashion line, dresses from S$89 and S$59 onwards for pants. 


Showcases at i.t fashion multilabel store press preview

Alongside the line of sweetness, the offerings from Japanese brands PAGEBOY, mysty woman and as know as de base are vast aplenty.

From PAGEBOY, the ‘Minx City’ collection rule is simple: threestyles for one season, from Clean and Girly to Street and Chic and Effortless and Sport. Dwelling on a subtle mix of boyish elements in the brand’s philosophy, the looks seen include waisted denim shirts, printed skirts in a straight silhouette as well as contrasting hues.

mysty woman, on the other hand, seeks to female teenagers, with the splashes of vibrant hues against military elements and summer-ready printed fabrics in trendy and feminine styles. It is most suitable for the girl with a unisex style in dressing.

And for those who wants dreamy, romantic clothes, look no further from as know as de base. I fell in love with that off-white all-over lace dress that is one of the key runway looks this Spring/Summer 13 – so full of grace and elegance in it.


Venilla Suite at i.t fashion multilabel store press preview

But of course, what is a fashion multi-label store without the shoes? That is where Venilla Suite comes right in.

From the trendiest designs fresh off the runways in Europe, the offerings from the accessories store cues in great attention to comfort, craftsmanship and style that caters to the woman who is at work, in her smart casual or just in her off-duty casual laidback look.

With this sort of massive presentation, I was spoilt for choices. But nonetheless, here are some of my picks:

Jeffrey Campbell at i.t fashion multilabel store press preview

Being a boots person, it has really been some time since I’ve worn flats. But that gold studded Jeffrey Campbell flats in its pointy shape, topped with a solid gold bow accented with neat rows of studs just echoes edginess with refinement, totally striking a chord with my style of fashion.

I actually love that fact that beneath it hard-as-rock impression that it gives off, the flats is a dear to walk in, with softly lined inner suede lining. This pair of flats will definitely make its way to my shoes collection- that I’m sure of.

Sandals at i.t fashion multilabel store press preview

Another one of my favourite is this pair of sandals, with a stark whitewashed upper portion with a textured effect that is akin to that of bricked walls coupled with a metallic prism band at the front. This pair of beauty for the feet is certainly no common scene, and is a standout especially with the ribbon detailing. Superb to be worn with a tailored white vest and dark grey wool pants.


5cm menswear at i.t fashion multilabel store press preview

And last but not least, clothes for the men! Another one of i.t’s in-house menswear brand, 5cm‘s aesthetics has always been iconic, transcending high fashion concepts through the signature addition of accent detailing, innovative prints and asymmetrical cuts in street casual wear through pristine cuts and draping.

The latest SS13 collection ‘Black America’ seeks soldier and military elements, and perhaps emit a patriotic look, with an influx of avant-garde camouflage, national flag prints, a rocker-chic mood with star shaped collar pins that link both denim-contrasted collars to another, as well as an eagle print with an overlay of galactic gradient effect.

In essence, its palette of mostly black and gold gives off refreshing and bold take on menswear, especially the black tee with a print that looks like gold glitter dripping from the shoulder.

Prices starts from S$119 for a shirt from 5cm’s tailor line, pants  from S$129 and S$199 to S$349 for jackets. 


In totality, here is a listing of the nine brands in i.t Singapore store:

Mens + Womenswear  :        Izzue (Hong Kong) 


Womenswear : b+ab (Hong Kong)   |  tout a coup (Hong Kong)  |   fingercroxx (Hong Kong)  |  mysty woman (Japan)  |  as know as de base (Japan)  |  PAGEBOY (Japan) 


Menswear  :   5cm (Hong Kong) 

Shoes + Accessories :  Venilla Suite 


The i.t Singapore multi-label store will be opened in mid-June 2013, on Level 3 of Wisma Atria

i.t multi-label 
Wisma Atria Shopping Mall
435 Orchard Road #03-15
Singapore 238877


All photos by Zureena and Jessica

Posted by:Jessica Ye

Founder & Editor-in-Chief of Couture Troopers, former editor of Designaré Magazine, and a first class honours graduate of Goldsmiths University of London's BA(Hons) Fashion Media & Industries Degree. She is a true-blooded leo who thinks that over-commercialism kills art.

One thought on “i.t multi-label fashion concept store from Hong Kong is finally landing in Singapore!

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