Work fare: Safety wear brand opens new store

Singapore – Premium safety equipment provider Durasafe has opened a new flagship store that it hopes will add excitement when purchasing workwear.

The Singapore-based company has previously stuck to a business-to-business retail model, but the new store appeals directly to consumers. It also promotes the brand’s masculine image with design touches such as bulkhead doors for fitting rooms.

The decision to market clothes traditionally associated with the working class in an upmarket setting may seem surprising. But with construction booming in Asia, the sector counts many accomplished, wealthy professionals among its ranks.

‘A structural engineer may prefer to get his own streamlined Raf Simons-looking safety boots instead of the standard issue ones, or an architect might want his own construction hard hat in a gorgeous colour,’ Joy Seah, Ministry of Design’s director of business development, told Dezeen.

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