Welcome to our story of womanhood through all its chapters. Our mission is to create wardrobe basics that are anything but - for those who believe in the beauty of simplicity and uncompromising quality.
Hi! I am Claire, the Founder of Embrace
Fun fact: we started off as a maternity brand. This matters because designing wardrobe essentials that not only look sleek but also feel comfortable for pregnant and nursing mothers is the *hardest* thing to do.
We nailed it. A big reason for our success was our fabrics. We understood the importance of using soft, breathable and natural / plant-based fabrics that suited our tropical climate.
When we couldn't find fabrics that met our high standards, we spent a whole year developing our own, using the finest yarns in the world.
And then we took our iconic fabrics and made them into wardrobe essentials for every woman - because while wardrobe staples are everywhere, true quality is the rarest staple of all. We are here to fill that gap.
Today, we are proud to deliver on quality and comfort as a Singaporean brand. Thank you for being here and supporting our small business.
Some key principles that guide our design and production process:
1. A garment is only as good as the fabric it is made from. We knew never to compromise on fabric quality, and how important it was to find high quality fabrics that are soft, natural and long-lasting. We couldn’t find fabrics that met our high standards, so we developed our own, made of the finest yarns in the world: US Supima Cotton and Austrian Micromodal. Our dreamy fabrics are one of a kind. You won't find the same fabrics anywhere else in the world.
2. Less is more. We create comfortable, functional essentials with an overall luxury feel. That means stripping away the inessentials - e.g., lace, underwire, push-up pads - and keeping only the elements that support and empower you to feel comfortable in your skin.
3. Detail is everything. We obsess over every single component, from our plush shoulder straps and underband elastic to the nursing clips and removable pads. That means going through hundreds of options to handpick the best quality components to go into our garments. Every little detail matters - you can see and feel the difference when you wear our pieces.
4. Longevity is sustainability. We've designed every piece to be long-lasting and multi-tasking, made not only for maternity or nursing but for any life stage really. Our hope is that you'd wear our pieces long after baby arrives. The longer you wear a garment, the easier it is on your wallet and our planet.
5. Brand tags stitched to the bra band/fabric are irritating and uncomfortable. So I designed all our garments tag-free. Our brand, sizing and care instructions are printed directly on the garment.
6. It's our responsibility to take care of our planet and our people. Sustainability is a core part of our identity. It is important to us to make the right choice in every stage of production. Our packaging are either compostable / made of recycled materials. We use only natural, low-impact fabrics and require all our factories to be independently audited to ensure workers are paid living wages and there are effective environmental and safety management system in place, amongst other things.