77th Street

01) How has 77th Street evolved since it first started?

77th Street is celebrating its 20th anniversary this year! 77th Street has always been the prime mover in popularising streetwear fashion and accessories amongst the young and trendy in Singapore. Streetwear Guru cum Youth-and Young Adults Champion – Elim Chew, founded 77th Street in 1988. With her sister, Sulim helping to source trendy items from UK, the business prospered further.

77th Street has grown rapidly and currently has 15 outlets in Singapore to date. Today, 77th Street is the trendsetter for hip fashion in Singaporeand Beijing and has built a loyal following among the young and trendy, typically aged between 12 and 40.

02) What are some of your bestsellers?

Accessories, Bags, Caps, Ladies Wear – typically from our own housebrand, XTOMIC. Now, 77th Street carries 75% of our own housebrands’ products and more new cutting edge brands are in the pipeline to suit every single individual who grew together with us for the past 20 Years.

03) How will the Heeren outlet stand out from the other 77th Street outlets elsewhere?

Besides the extensive range of funky wears available for each unique fashionistas, 77th Street @ Heeren is one of our new concept stores where the golden cage takes center stage—majoring in new collections of accessories housed under the housebrand Gothic Princess for the ladies and Gothix for men. These new housebrands are meant for the young working adults who grew up with the 77th Street brand for the past 20 years.


04) Who’s the typical shopper at 77th Street?

There is no specific age group or so called typical shopper in 77th Street. Being a cutting edge trend setter, 77th Street embraces individuals who carry that unique fashionistic attitude with our wide offerings. No one is ever too old to shop with 77th Street. We even have gift vouchers for anyone to buy the perfect gift for your loved ones!

05) Name three adjectives to describe 77th Street.

Funky, Youth, Trend Setter


06) When can shoppers expect new arrivals in 77th Street Heeren?

New arrivals are practically available at 77th Street every other week. So why wait to refresh your wardrobe collections?