FURRY TALES COME TRUE

Singapore's Godfather of Fashion and veteran show producer Daniel Boey launches first clothing brand, inspired by his late rescue dog

- Amanda Chai

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.

Now, for the first time, the fashion veteran who turns 60 in December will get to stage a show starring pieces he designed. Because what better time than SG60 to do so?

Describing it as "a label that non-fashion people can relate to, but has an edge to it", Boey tells The Straits Times that the timing finally felt right in this milestone year.

Furry Tales combines the three things he is most passionate about: fashion, rescue dogs and eczema, he adds with his signature wide-toothed grin.

Aside from his known advocacy for pet adoption, Boey is also an advocate for eczema awareness. He authored the 2017 book Behind Every *itch Is A Back Story, a tell-all about his experiences living with eczema.

The name Furry Tales is an extension of his Furry Tales By Leia anthology of children's books released in 2020, told from the point of view of his late fur kid Leia.

One-half of Boey's Instagram-famous doggy duo Leia and Luna (@look_its_leia_n_luna), the 10-year-old female weimaraner died in December 2024. It was an excruciating loss for Boey, who adopted the former breeding dog in 2017 after she was rescued from a puppy mill in Pasir Ris.

Launching in August at Furry Tales' pet-friendly pop-up concept store at CQ @ Clarke Quay, the label's first collection will be dedicated to Leia, he says, blinking back tears.

"Without her, I don't think I would have had the courage or impetus to do this. She was such a stabilizing force in my life and this crazy industry."