Subdued Doubles Down On Singapore With A Second Store At Bugis+

By Jessica Ye (Jessica Yap)

Subdued has only been in Singapore for five months, and it is already doubling its presence in the city.

Following its April debut at Wheelock Place, the Italian fashion label opened its second Singapore location at Bugis+ on 18 September, bringing its understated take on youth fashion to one of the city’s busiest shopping destinations for younger shoppers.

The new store spans 164 square metres, with a 33-metre storefront making it considerably harder to miss than the brand’s first Singapore outpost.

There is a new collection to go with it too. The Bugis+ store debuted Subdued’s Back to the City collection, with everyday pieces appearing in deep teal, rich plum and forest green.

But the part worth keeping an eye out for is exclusive to Singapore.

To mark the opening, Subdued created a Tropical Girl Singapore T-shirt, available only at the Bugis+ store for S$39 while stocks last. It is the sort of launch piece that makes a new store feel a little more specific to its location rather than simply being another international outpost.

There was also a prize wheel for opening day. Customers who made a qualifying purchase received a spin, with every spin guaranteeing one of three limited-edition Subdued merchandise sets, while stocks lasted.

The Bugis+ opening comes as Subdued continues to expand its presence in Singapore under retail operator Gill Capital. With its first store at Wheelock Place and now a second location in Bugis, the brand is placing itself in two rather different parts of the city’s shopping landscape.

The new store is now open from 10am to 10pm daily. You’ll find it at Bugis+, on Victoria Street, where the Tropical Girl Singapore T-shirt and the new Back to the City collection are available while stocks last.

Perhaps the more interesting question now is whether two stores will be enough.