45R’s first South-east Asian store in Capitol Piazza is winning fans over

SINGAPORE — True Japonophiles rejoiced when 45R opened at Capitol Piazza last July. For those in the know, its flagship Badou-R store — described as a “two-storey Zen retreat for the denim devotee” — in the fashionable neighbourhood of Aoyama in Tokyo is practically a must-see destination.

While it would be a stretch to compare the outlet in Singapore to the one in Aoyama, the boutique here still oozes quiet Japanese sophistication with natural lighting and Hinoki wood imported from Japan for its ceiling beams, floors and walls.

The 40-year-old brand is best known for its traditional dyeing method — clothes are yarn-dyed by hand (instead of garment-dyed) using an ingredient called ai, obtained from the tadeai plant in Japan. The clothes from 45R are also “produced from scratch with the finest quality material”, explained Ai Tomatsu, general manager of 45R.

For instance, the label uses 100 per cent organic cotton, which provides a dry comfortable touch to the skin, and 
handspun khadi fabric, which feels cool against the skin.

“We emphasise a lot on comfort, the importance of the touch of garments on the wearer’s skin. And we really want the wearer to treasure the piece and wear them for as long as 100 years,” said Tomatsu. “Our designs are timeless, that’s also our speciality.”

So far, the label has a following of regulars who already knew about 45R from its stores in Japan and Hong Kong. There are also new customers who have become loyal fans after trying 45R’s range of comfortable wear. More importantly, 45R hopes to educate consumers here about the true workmanship and quality behind the clothes they wear.

“We understand Singaporeans love Japanese culture, yet there are different qualities in Japanese brands too. Hence, we hope to provide the highest quality among Japanese brands,” revealed Tomatsu.

Tomatsu acknowledged that there are still many people who are not aware of 45R. And the brand is participating in Isetan Wisma Atria’s pop-up event for better outreach. The label has also created limited edition items just for the Singapore market, such as a tee featuring a motif of the orchid as well as summer-type garments for the autumn-winter season.

The hope is to eventually have a boutique in Orchard. “That is our vision. The variety of clothes and styles (in Singapore) is still limited. The more options we give them, the more customers can own their style to show their own personality through their clothes.”

45R is at 01-13/14 Capitol Piazza, 13 Stamford Road.