Dear Samfu

Dear Samfu

Dear Samfu is a Singapore-based independent fashion label known for nostalgic, Asian-inspired womenswear with a sustainable focus. The brand reimagines traditional samfu sets and cheongsams into contemporary everyday pieces, often using deadstock fabrics and small-batch production to reduce waste.

Key facts

Origin: Singapore, founded around 2020

Name meaning: “Samfu” comes from Cantonese for “top and pants”

Aesthetic: Nostalgic, vintage-inspired, rooted in East/Southeast Asian everyday wear

Sustainability focus: Deadstock natural textiles, small runs, slow-fashion ethos

Core products: Matching sets, cheongsams, dresses, tops and bottoms

Origins and brand story

Dear Samfu was inspired by the founder’s grandmother and the everyday samfu outfits worn by first-generation Chinese-Singaporean women. The label uses this “grandma wardrobe” as a starting point, translating memories of practicality, thrift, and tenderness into modern silhouettes and prints that feel familiar yet current.

Design style and products

The brand’s signature pieces include high-neck blouses, relaxed trousers, samfu sets, and modern cheongsams, often in soft florals or graphic heritage-inspired prints. Cuts prioritize comfort—easy fits, modest necklines, and breathable fabrics—while still offering considered details like covered buttons, gentle ruffles, and subtle tailoring that make the garments versatile for both festive occasions and daily wear.

Sustainability and values

Dear Samfu emphasizes slow fashion, producing in limited quantities and primarily with deadstock natural textiles to tackle overproduction. The brand frames its clothes as “future heirlooms”: durable, timeless pieces meant to be reworn, shared, and cherished, echoing the older generations’ habit of buying clothes sparingly and passing them down through families.