Singapore's Raena Lim Pioneers Sustainable Fashion with Style Theory Subscription Service

Raena Lim, co-founder of Style Theory, revolutionized Singapore's fashion scene by introducing an innovative concept three years ago: clothing subscription rental service. This pioneering venture was the first of its kind in Southeast Asia and inspired others over time but none could match its significant impact and scale.

Style Theory has now become the leading player in sustnable fashion with a burgeoning inventory of 50,000 garments and approximately 2,000 designer bags, expanding operations to Jakarta. This is an extraordinary feat for an industry striving agnst today's buy-and-throw-away culture.

We envision Style Theory transforming into the future of fashion - where renting becomes as equivalent if not superior than buying - as we make notable progress toward ing wasteful consumption and promoting circularity.

The success story began outside a traditional fashion lens. Raena Lim had a finance background, having worked at Goldman Sachs in investment banking for five years before stepping out to create something impactful with Style Theory.

Her belief in sustnable causes and movements was strengthened by her time working with an NGO in Africa where she could see the direct impact of what she built. She found her passion fueled by like-minded supporters and tech giants such as Google, Facebook and LinkedIn who provided free advice for improvement and recognized the significance of this cause.

Raena shares that Style Theory has not only positively impacted numerous women's lives but also engaged with its subscribers in unique ways. Her retl store concept serves as a space where potential new subscribers can touch and feel ite be rented while addressing concerns like sizing issues, which might otherwise go unnoticed online.

Style Theory acknowledges the importance of in-person interaction for gathering insights into what women truly desire from their attire, enabling them to refine recommations on their digital platform.

In addition, the store offers exclusive events for members to enjoy benefits such as perfume launches and wellness classes, enriching both the shopping experience and community engagement.

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