Behind the Brand: Samuel Yew with Guised
A rich earthy aroma of raw leather mingles with the thick smell of oils and waxes. The rhythmic sounds of cutting, hammering and stitching fill the air, with tools and materials scattered across the room.
Samuel’s workspace
Clad in his signature dark ensemble with unique textures and bold accessories – a distinctive blend of grunge and avant-garde elements. By juxtaposing high-fashion elements with laid-back pieces, he creates an effortlessly edgy and sophisticated look that reflects his philosophy of fashion as both art and self-expression.
Samuel Yew is someone you can’t miss.
Samuel, 20, currently serving NS, had always seen fashion as a way to express his individuality, he is his own canvas. Wanting his own unique pieces, Samuel turned to sewing and making clothes himself. He experimented with various textures and pieces, eventually landing on leather.
Samuel's journey into leather crafting began in late 2022, a period marked by curiosity and creative exploration. "I always wanted to own handmade leather goods to add to my fits, but the market for leather goods was really small back then, especially in Singapore," Samuel explained.
Above: Translucent horse shoulder leather
What began as a hobby soon became a passionate pursuit. Crafting started off as something productive to do during his school term breaks. With how expensive leather goods were, Samuel decided to dabble in this niche and hand-make it instead, learning the art of leather crafting through YouTube. His newfound passion became more than just a pastime – it was an escape from reality and a form of self-expression.
“In a society where individuals often face criticism for showing their true selves, I find solace in crafting.”
Samuel uses crafting to express his emotions. Through his work, he aims to help others use his products as a means to express themselves. To him, fashion is more than just fashion, it is an art form. This philosophy led to the creation of Guised, transforming his hobby into a serious business venture.
Reverse Horse Culatta Wallet Tattoo Leather Circle Pouch Translucent Horse Shoulder Bifold
Founded in January 2024, Guised is an artisanal leather brand that does not sell your typical leather pieces. Each product at Guised reflects his individuality and creativity, with meticulously crafted timeless pieces.
Samuel’s style is deeply personal, resonating from neglected emotions and portraying them through his products. "I try to objectify emotions in my designs," he explained. Resulting in his grungy, dark and avant-garde style which is what sets Guised apart.
His creative process is influenced by renowned designers like Isamu Katayama and Alexander McQueen, whose works inspired him to push the boundaries of conventional design. This influence is evident in the bold and edgy aesthetics of Guised's products, which merges functionality with artistic flair.
Guised is not just another name in the fashion industry, it is a brand that stands out with its unique use of materials and a commitment to quality. “I’m trying to sell more than just a product, every little detail is important to me,” says Samuel.
He stays true to his words, Samuel puts his all into every item. From handpicking suitable leathers from Italy to making the pattern and hand sewing every stitch, everything is thought of to its finest detail. This approach has given his work a distinctive and authentic quality.
His meticulous selection of leather and metal embellishments results in products that are not only durable, but also exude a certain rugged elegance. Guised's product line includes a variety of accessories such as wallets, belts and keyfobs, each piece handcrafted to perfection.
The Guised Instagram account is where Samuel’s passion and love for leather is even more apparent. He researches and writes about the different types of leather he uses, such as the Vegetable Tanned Buttero Cowhide and Vegetable Tanned Horse Culatta, explaining the parts of the animal each leather is from, and its unique features. He also documents and showcases how his leather wallets’ patina develops over time. Attention to such details is truly what makes Guised stand out.
Above: Burgundy Horse Culatta Leather Molar Bracelet
Samuel continues to experiment and expand with his pieces, thinking out of the box with unconventional materials like human teeth and tattooing on leather.
With Guised, Samuel plans to break people's perception of what leather can be. “Expect to see some crazy stuff like bags & small furniture.” Samuel expressed excitedly.
Samuel working on his tattooed leather collaboration with tattoo artist, @rei.gloom
Each piece from Guised is a labor of love, a product of meticulous craftsmanship and a reflection of Samuel's creative spirit. As he moves forward, Samuel Yew and Guised are poised to make a significant mark in the fashion industry, one meticulously crafted leather accessory at a time.
Croc Leather XL Satchel Crude Horse Culatta Circle Coin Pouch Sazē Soot Belt
Available at M.ilieu, 45 Jalan Pemimpin, #09-01; DM @___guised on Instagram for enquiries
Pictures are sourced from @___guised on Instagram.
