public source · not yet founder-confirmed · 2026-05 · 🇸🇬 Singapore · Retail · founding team
A design studio that pays for the fashion brand
The consulting company is the bank: branding and design work sold through the studio paid for the first collection, and still houses the brand.
- Business
- Fashion label run from a branding studio
- Founders
- Afzal Imram and Lin Ruiyin
- Started
- 2015 (first collection); their design studio Proper People from 2014
- Start-up capital
- Yes. The first collection was paid for by branding and design consulting sold through Proper People, still the registered company the brand operates from
- Revenue
- not disclosed
- Team
- —
Numbers are ranges or the figure the source published; we never publish a founder's documents.
Source, pinpointed
Vulcan Post, May 2026
Vulcan Post profile, retold in the issue · 2026-05
Cross-check: no second public source found yet; a Starter Story or press snippet is added when one exists.
First customers — the part nobody publishes
Channel: Existing clients of the studio
Two designers kept the consulting studio open and let it fund the label — no loan, no investor, the client work as runway. The first customers came from the studio's own clients and the collection launch.
Would it work in…
The same idea, other markets — our read from the database's country filters, not a forecast.
- Kuala Lumpur — likely — the studio-funds-the-brand model travels anywhere with client work
- Ho Chi Minh City — likely — garment supply on the doorstep
Similar ideas in the database
- Craft spirits that sold out at a fair before they had a shop · Singapore · S$1M reached (headline figure; period not stated)
- Grease-trap cleaning sold to the chains, not the stalls · Singapore · Just under S$3 million in 2025 (company figure)
- The image-generation API that won by staying put · Singapore · US$51,300 / month ≈ US$616,000 / year (Starter Story breakdown, May 2024; the founder's later public updates point higher)
Five questions → name lockup, palette, type pair, social templates. Free.
Verified with the founder where marked · numbers as ranges · founders anonymised on request · corrections to [email protected] · ← the database