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Singapore’s Daniel Boey launches first clothing brand after 35 years, inspired by his late dog

Fashion show producer Daniel Boey wearing his label Furry Tales with his rescue miniature bull terrier Luna. ST PHOTO: CHONG JUN LIANG

Amanda Chai

UPDATED Jun 12, 2025, 05:52 PM

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SINGAPORE – After 35 years in the industry, Singapore’s Godfather of Fashion is finally launching his own fashion label.

Nicknamed that by peers, Daniel Boey has, since 1990, spent his entire career producing fashion shows for other people. From international brands such as Cartier and Louis Vuitton to home-grown efforts by the Singapore Fashion Council (SFC), he has been the creative puppeteer behind the scenes.

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