I’m Alice Chen, a Chinese Canadian who’s called Singapore home for the past seven years. Before starting Lost & Fray, I worked across industries—from banking and management consulting to luxury retail—gaining a unique blend of business acumen and creative insight that now fuels how I build and grow the brand.
OUR BRAND STORY:
Lost & Fray began with my love for bamboo bedsheets—still one of my favourite things I own! But bamboo clothing was stuck in the world of pajamas, babywear, and maternity. I wanted to change that—bringing bamboo to the stylish, modern woman.
OUR BRAND NAME:
Lost & Fray was inspired by a line of poem: “Once more into the fray, into the last good fight I’ll ever know. Live and die on this day, live and die on this day” It is a powerful declaration of returning to a challenging situation, echoing the spirit of a warrior's determination and facing a difficult fight.
OUR DESIGN INSPIRATION:
The brand is aimed at building easily mix and match pieces, with neutral tones and classy silhouettes. Our designs are minimalist, functional, and versatile.
OUR PROUDEST MOMENT SO FAR:
The chance to interact with our customers! The moment of seeing the customer's face when they first touch the fabric, and the way they beam at themselves in the mirror – that helps to validate the business' mission and vision.
OUR VISION FOR THE FUTURE:
Our vision is to be the go-to homegrown brand for comfort and style, built on strong partnerships and collaborations with like-minded businesses and cultural tastemakers. One day, we hope Lost & Fray will be so beloved that customers wear our branded pieces with pride—subtle, of course, because we’re minimalist at heart.
ONE THING YOU SHOULD KNOW…
Alice discovered just how effective bamboo's cooling properties are after wearing a Lost & Fray piece during spring in Canada - and nearly freezing! It's safe to say the brand was made for life in the tropics.
Follow us on Instagram @lostandfray and check out our collection.
