Buy Definition - by definition

Received an e-mail today about a new online store that gives me hope that the guesswork behind finding good indie designers (and not indie, indie designers) may be ending or at least reaching a point where it’s not so difficult to anymore. The new store that does exactly has an interesting name, Buy Definition. Which by definition means that I am going to use the whole by definition phrase over and over again. Buy definition melds a cool shopping interface with fashions from designers I know in passing (only because of the hole in the wall shows during fashion week).

There’s something gratifying about seeing a Samantha Pleet piece at the Buy Definition online store, knowing that 6 months ago I was at one of her early fashion shows. What really gets the juices flowing is finding out about designers that are a complete mystery to me. While these names may seem familiar to some, to me, they are happy little surprises that I am content to swoon over. Here are some examples I’ve found: Devotte, Fallon, Kensie, Sally Tseng, the aforementioned Samantha Pleet and a favorite from Singapore fashion week (kudos Ali) Khoon Hooi.

Take a look at the online store here.