Key Takeaways
- The Paper Bunny has evolved from a stationery brand into a beloved lifestyle label, with its viral Puffer Bags becoming a cultural trend in Singapore.
- Good Totes wins over younger audiences with playful, affordable, and functional designs that thrive in the TikTok era.
- Beyond The Vines stands out for minimalist yet practical designs, with their Dumpling Bag as a cult favorite and strong presence across 8 outlets in Singapore.
- The Sophia Label champions vegan, cruelty-free fashion with timeless and functional bags, focusing on empowerment and sustainable design.
- Charles & Keith has grown into a global powerhouse, offering polished designs for modern professionals while championing sustainability and inclusivity.
The Paper Bunny
The Paper Bunny started in 2013 as a stationery brand focused on positive sentiments and aesthetics, and has since expanded into a well-known lifestyle label offering bags, clothing, and tableware. Their growth was driven by customer demand for more products that reflect the brand’s core identity of thoughtful design and values.
One of their biggest breakthroughs came with their viral Puffer Bags, especially the Puffer Swing, which became a huge trend in Singapore. These bags were widely featured in TikTok videos, showcasing what “every Singaporean girl” was carrying, and quickly gained a cult following. Their popularity was boosted further by being practical, stylish, and spacious—qualities that made them a sought-after item.
Behind the brand’s success is Jaime Lee, the co-founder, who played a key role in building its strong identity and engaging community presence. The Paper Bunny has cultivated a loyal online following, collaborated with other brands and organizations, and expanded into physical retail. They opened their first store in 2021 and now have two boutique locations in Singapore:
Takashimaya Shopping Centre – 391 Orchard Road, Ngee Ann City, #B1-30, Singapore 238872
ION Orchard – 2 Orchard Turn, #B3-12, Singapore 238801
👉 View all The Paper Bunny stockists and store locations here.
More than just products, the brand’s emphasis on community and intentional living has resonated strongly with its customers, making The Paper Bunny one of the most beloved lifestyle and tote bag labels in Singapore.
- Website: thepaperbunny.com
- Instagram: @thepaperbunny
- Tiktok: @thepaperbunny
Good Totes
Founded in Singapore, Good Totes has quickly built a reputation for creating stylish and functional tote bags that blend aesthetics with practicality. Known especially for their Croissant Sling and Puffer collections, the brand has captured attention for bags that are both trendy and highly usable. Many customers love their spacious designs, multiple pockets, and water-resistant materials, making them a go-to choice for daily use.
Good Totes has embraced an online-first model, without any physical retail stores. Instead, they engage their community through a strong online presence, especially on TikTok, where their bags are often showcased in viral lifestyle videos. Their playful designs are frequently inspired by everyday objects (like bread and pastries), which gives the brand its unique, lighthearted appeal.
Affordability is also a key factor in their popularity. With flash sales and promotions on platforms such as TikTok Shop, Good Totes makes trendy and durable bags accessible to a wide range of shoppers. On top of this, they are recognized for supporting local artists and collaborating with designers, further strengthening their connection with their growing community.
- Website: goodtotes.co
- Instagram: @goodtotes.co
- TikTok: @goodtotes
Beyond The Vines
Beyond The Vines is a multidisciplinary design studio from Singapore that has grown into one of the city’s most recognizable lifestyle brands. Known for their minimalist, functional, and accessible designs, the brand focuses on creating boldly and simply, drawing inspiration from contemporary culture and the natural environment. Their signature Dumpling Bag has become a cult classic, beloved for its playful design, roomy interior, and everyday practicality.
The brand stands out for its refined yet playful design language, using clean lines, geometric shapes, and durable materials like nylon and canvas. They prioritize usability in every product, making good design accessible to a wide audience at reasonable price points. Beyond The Vines is also celebrated for innovative retail experiences, including interactive store spaces and live streams that encourage community connection.
They actively support local designers and craftsmanship, showcasing Singaporean creativity on a global stage. During the pandemic, they demonstrated adaptability by shifting their focus from ready-to-wear fashion to accessories, further expanding their audience.
Today, Beyond The Vines has 8 physical outlets across Singapore, making them one of the most accessible local tote bag brands.
- Outlets include: ION Orchard, Takashimaya Shopping Centre, 313@somerset, Changi Airport (Terminal 1, Transit Lounge East), Funan, VivoCity, Bugis Junction, and Parkway Parade
- 👉 View all store locations here
- Website: beyondthevines.com
- Instagram: @beyondthevines
- TikTok: @beyondthevines
The Sophia Label
Founded in 2015 by Sophia Chen, The Sophia Label is a Singapore-based brand specializing in vegan, cruelty-free, minimalist, and functional bags. Sophia was inspired to start the brand after discovering her love for leather craft during travels in Bangkok, which sparked her vision to create accessible, beautiful, and practical designs for the modern woman.
At the heart of the brand is the philosophy “Strength in Simplicity”, blending elegance with functionality to support dynamic lifestyles. Their designs often draw on customer feedback and Sophia’s own observations, ensuring each bag balances practicality with timeless style.
One of their highlights is the Signature Pocket Series, launched for their 10th anniversary, which reimagines classic pant pockets into versatile and stylish totes. These bags feature spacious compartments, discreet travel-friendly back pockets, and are made using recycled vegan leather in elegant colors such as Black, Chalk, Camel, and Taupe.
Beyond products, The Sophia Label celebrates empowerment and self-discovery, with Sophia sharing her journey openly to connect deeply with her audience. Collaborations, such as the limited-edition PlayMade Boba Blind Bag keychain, reflect the label’s playful and innovative side.
Operating primarily online with no physical outlets, The Sophia Label continues to grow a strong presence across digital platforms, engaging a wide community of supporters.
- Website: thesophialabel.com
- Instagram: @thesophialabel
- Facebook: @thesophialabel
- TikTok: @thesophialabel
Charles & Keith
Founded in 1996 by brothers Charles and Keith Wong, Charles & Keith began with a single store in Amara Shopping Centre, Singapore. From its humble beginnings, the brand disrupted the traditional wholesale model by designing and producing its own footwear and accessories — a move that set the stage for its rapid international expansion.
Today, Charles & Keith has grown into a global fashion powerhouse, with over 600 stores in more than 30 countries, including fashion capitals like Tokyo, Seoul, Shanghai, and Dubai. They were also early adopters of e-commerce, launching their online store in 2004, and continue to embrace digital innovations to enhance the customer experience.
The brand is also deeply committed to sustainability, partnering with organizations such as UN Women and the Forest Stewardship Council. Their collections often emphasize mindful consumption, while their corporate initiatives highlight inclusivity and female empowerment.
On the fashion front, Charles & Keith has been spotted on celebrities and at high-profile events, further boosting its reputation. They have collaborated with fashion publications, featured in international fashion weeks, and partnered with K-pop group ITZY as global brand ambassadors — cementing their influence among younger audiences.
At the same time, Charles & Keith’s polished and versatile designs make them a staple for the modern corporate girl, offering professional yet stylish options perfect for the workplace and beyond.
In Singapore, Charles & Keith has 23 physical stores located across major malls and shopping districts, making them highly accessible to local shoppers.
- Website: charleskeith.com
- Instagram: @charleskeithofficial
- Facebook: @charleskeithofficial
- TikTok: @charleskeithofficial
Frequently Asked Questions (FAQ)
1. What makes these Singapore tote bag brands unique?
Each brand blends style and practicality, but their uniqueness lies in identity: from The Paper Bunny’s community-driven design to Beyond The Vines’ minimalist functionality and Charles & Keith’s global influence.
2. Are these brands affordable?
Yes, most local labels like Good Totes and The Sophia Label are known for their accessible price points, while Charles & Keith offers mid-range options. Prices vary depending on materials and design.
3. Do these brands have physical stores?
The Paper Bunny, Beyond The Vines, and Charles & Keith have multiple physical outlets across Singapore.
Good Totes and The Sophia Label operate primarily online.
4. Which bag is best for everyday use?
For spacious, functional daily bags: Good Totes or Beyond The Vines.
For trendy statement pieces: The Paper Bunny’s Puffer Swing or Charles & Keith’s latest collections.
For sustainable, minimalist options: The Sophia Label.
5. Do these brands ship internationally?
Yes, most of these brands, including The Paper Bunny, Beyond The Vines, and Charles & Keith, offer international shipping through their official websites.
Conclusion
Singapore has become home to some of the most exciting tote bag and lifestyle brands, each offering its own unique spin on design, function, and identity. Whether you’re looking for trendy bags that dominate TikTok (The Paper Bunny, Good Totes), minimalist designs with a cult following (Beyond The Vines), sustainable and cruelty-free elegance (The Sophia Label), or polished global fashion (Charles & Keith), there’s a brand to suit every lifestyle and preference.
These homegrown labels not only showcase the creativity and innovation of Singapore but also reflect values of community, sustainability, and intentional living — making them more than just fashion brands, but part of a cultural movement.
