Feature Series - GRAYE
Some brands resonate instantly the moment you encounter them. GRAYE is one of those. Founded on the tiny island of Singapore by Xie Qian Qian back in 2016, it has grown quietly and steadily. No big statements, just consistently thoughtful collections that speak for themselves.
Personally, for Liss and I at Pick Store, our identity is something we hold close. Shaped by our mixed-race Singaporean heritage and our multicultural upbringing, GRAYE, therefore holds a special place in our heart both culturally and aesthetically. It resonates with us completely from their values through to design.
Since birth, we were surrounded by Singaporean traditions, languages, and cuisines that have shaped how we see the world today. Our mum cooks staple Malaysian dishes such as Beef Rendang and Nasi Goreng, to comfort British classics like cottage pie and Sunday roasts. Our diverse upbringing continues to influence our values, pushes our creativity, and guides the way we build and run Pick Store today, with openness, curiosity, and a deep appreciation for culture in all its forms.
What we love about GRAYE is its understated, calm and balanced values to craftsmanship delivering immaculate collections with the utmost attention to detail in their designs and fabrics. The collection, similar to Singapore at times, is calm, structured and made with care. There’s a well-thought ease to them in how they’re cut and the choice of fabrics for the humid and warm weather climate of South East Asia. Everything is unisex and built to adapt, which means you’re never dressing to fit the piece. The piece fits around you.
Fabrics are thoughtfully selected, soft, breathable, and functional, with subtle technical details that make each piece easy to wear across any occasion. Muted tones and considered features keep the focus on purposeful design. They’re not shouting for attention but they’ve got real presence. Each garment feels thoughtful and functional, which is exactly what makes them so easy to connect with and quickly become a Pick Store favourite.
To spread some light and appreciation for GRAYE, we chatted with Xie:
1. Hey Qian Qian, how are you and what have you been up to recently?
Hello! I’ve been well, though it’s been a busy few months. We’ve been preparing for our upcoming international showcase in Paris, developing new collections, and refining the in-store experience in Singapore. So, quite a lot has been happening quietly behind the scenes.
2. As a family-run business, how do you divide responsibilities to keep things running smoothly?
My partner Calvin and I co-founded GRAYE, and over time, we’ve naturally taken on roles that play to our strengths. I focus on creative direction - design, sourcing, and production - while Calvin oversees operations, finance, and retail. We work very differently, but that balance is what keeps GRAYE grounded and moving forward.
3. What inspires your designs?
A lot of inspiration comes from the everyday - rituals, movement, nature, and architecture. I’m drawn to silhouettes that flow naturally with the body, and fabrics that feel lived-in yet refined. There’s always an underlying functionality in mind; I like to design pieces that simplify, not complicate, the way we dress.
4. Could you share more about your background and how GRAYE came to life?
I studied fashion design but found myself more drawn to the rhythm of daily life than the tempo of fashion seasons. GRAYE started as a way to bridge timeless design with functionality especially suited for urban living in a tropical climate like Singapore. It began small, and in many ways still is, but every step has been taken with intention.
5. How does Singapore influence your design direction and fabric choices?
Living in Singapore means designing for humidity, heat, and pace and that shapes everything. We work with breathable, lightweight fabrics like cotton, tencel, and moisture-wicking blends, chosen for comfort and versatility. The city’s multicultural makeup also naturally informs our aesthetic: calm, layered, and quietly expressive.
6. Are there specific traditions or subcultures that inspire GRAYE?
We’re influenced by Asian craft traditions and functional design philosophies, Japanese workwear, Chinese tailoring, South-East Asian uniforms, but rather than referencing them directly, we distill their spirit into modern, wearable forms. We also take inspiration from creative communities in Singapore and abroad who value intention, quality, and thoughtful self-expression.
7. How would you describe the key characteristics of GRAYE?
Timeless, functional, and quietly distinctive. We focus on silhouette, fabric, and comfort, creating pieces that adapt easily to different contexts, with subtle details that reveal themselves over time. Everything is designed to be unisex - not as a trend, but because we believe clothing should serve the wearer, not define them.
8. What is your long-term vision for the brand?
We hope to grow GRAYE into a lifestyle brand that reflects a more refined and intentional way of living. Apparel will always be our foundation, but we’re gradually exploring adjacent categories - objects, scents, and eventually interiors. The goal isn’t rapid expansion, but meaningful evolution creating products and spaces that resonate deeply with those who share our values.
9. You’ve created two beautiful stores in Singapore. What influences the aesthetic of your spaces?
Our stores embody an “industrial zen” philosophy; a deliberate harmony of raw materials and calm sensibilities. Concrete, steel, and wood meet soft textiles, natural light, and a serene spatial rhythm. The atmosphere is minimal yet warm, structured yet tranquil. More than retail spaces, they’re quiet sanctuaries that invite slow exploration and a tactile connection to our world.
10. We understand you host workshops and community activations. Can you tell us more?
Community has always been central to GRAYE. We host workshops on upcycling, mending, and sewing. Hands-on sessions that reconnect people with their garments and promote mindful consumption. It’s about slowing down, reviving what we already own, and cultivating care.
We also support causes we believe in, including Fashion For All (FFA) and Fashion For Cancer (FFC)—using fashion as a medium to raise awareness and contribute to meaningful initiatives. For us, design is not just about aesthetics, but also about responsibility to our community.
11. Lastly, Singaporean cuisine is famously diverse. What’s your personal favourite dish—and what would you recommend to someone new to it?
That’s a tough one, but I’d say fishball noodles. It’s humble, comforting, and full of character! Springy noodles served with light broth or a savoury dry sauce, and delicate, bouncy fishballs. It’s simple, but there’s depth in that simplicity. If you’re new to Singaporean food, it’s a great place to start - familiar yet distinctly local, and deeply nostalgic for many of us.
