77th Street Retail
77th Street opened its first shop in Far East Plaza, Singapore in 1988, leading the popularisation of streetwear fashion amongst the young and trendy in the country.

We now have 7 outlets in Singapore in various shopping malls, featuring our own and international brands of high quality hip and unique range of streetwear fashion and accessories.

Gothic Princess
Gothic Princess is our new range of high-end fashion products, focusing on expression of individuality, innovation and creativity of fashion styles. It is different from the traditional gothic style of “darkness” and “morbid whiteness”. Individuality – Gothic Princess is not about following fashion trends, it is a means of self-expression, a style people can embrace and call their own. Gothic Princess expresses different personalities and moods

We have five different styles within our range: Classic, Royal, Courage, Mystery and Fantasy. Creativity – Gothic Princess expresses a new “Gothic-Lolita” style that combines the unique mysterious style of “Gothic“, the playfulness of “Lolita” with the elegant magnificence of royalty.

You can find our full range in our branch in ION ORCHARD, SINGAPORE.


From Small Beginnings
77th Street entered the street wear fashion retail business 23 years ago and is the prime mover in popularizing street wear amongst the young and trendy in Singapore . Youth Champion and Streetwear fashion & accessories Guru – Elim Chew, founded 77th Street in 1988, with a small retail outlet in Far East Plaza . With her sister Sulim helping to source trendy items from UK, the business prospered.

To Fashion Explosion
77th Street has grown rapidly and currently has 9 outlets in Singapore , with a new concept accessories store at the high traffic Ang Mo Kio Hub. It established a name for itself in the Singapore retail industry with its unique range of street wear fashion and accessories. Today, 77th Street is the trendsetter for hip street wear fashion in Singapore and Beijing and has built a loyal following among the young and trendy, typically aged between 12 and 35.

To International Trend Setter
In 2004, 77th Street became the first homegrown brand to place the Singapore flag in the heart of Beijing, China – with the successful launch of the 77th Street Plaza. As a cutting-edge underground youth shopping complex, it is a 400,000 square feet exciting mall – an ultimate shopping and entertainment complex. It not only provides a platform for stylish, trendy shopping for modern individuals, but also offers shoppers with delicious mouth-watering food; a fusion of lifestyle offering that is passionately captured under one roof!

Located in Beijing’s most popular Xidan shopping district, 77th Street Plaza is just 5 minutes from the Forbidden City via the subway. With weekday crowds of 300,000 and up to 500,000 on weekends and holidays, 77th Street’s unique concept presents discerning shoppers with an unparalleled choice of the trendiest youth fashion brands and accessories from all over the world.

GetALife – 77th Street Pre-paid Card & Membership Card
Elim and the 77th Street management team also developed the GetaLife Card, a CRM programme which connects youths to the latest in fashion, entertainment, education, fun and lifestyle. Currently, the GetaLife card has a membership database of over 100,000. The GetaLife Card not only offers rebates at 77th Street, but also benefits & privileges at over 40 merchant partners.

Youth Outreach
As 77th Street is a true believer in the Youth, Elim has also established The Young Entrepreneur Mastery (TYEM) to help inculcate an entrepreneurial mindset in the young at schools, polytechnics and universities.

Community Outreach
Elim launched her first youth related book called “My Voice” in February 2004. The book provides youths with a platform to share their insights and perspectives. It is a compilation of 77 youthful voices from all walks of life. “My Voice” is supported by the Ministry of Community Development, Youth & Sports (MCYS), South East CDC, UFM 100.3FM and Drama Box.
Apart from providing young people with an alternative channel to speak from their heart, Elim hopes that My Voice could, very will, bridge the communication gaps between youth and adults, especially for parents, teachers and mentors to realize the missing gaps.

A sequel, My Voice – Breaking Free is launched on 9 th December 2006 . The aim of the book is to engage every voice in society.

My Voice is not a profit making project. All proceeds of the sale goes into funding training programmes run by TYEM. They include life skills, entrepreneurial and creative skills to equip the youths such that they are able to decide on life and career choices with purpose and confidence.

    Registered Office

77thStreet.com Pte Ltd
7030, Ang Mo Kio Ave 5,
Northstar@AMK, #07-41,
Singapore 569880
Republic of Singapore

T +65 6659 1525
F +65 6659 1520
E enquiries@77thstreet.com


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