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GUILD


Dear friends,
We are excited to announce GUILD, a new multi-label concept brought to you by the same people behind ED ET AL.
GUILD's first concept store will open on 11am Monday, the 30th of April 2018 at Raffles City Shopping Center. Full address below:
#03-21A, Raffles City
252 North Bridge Rd
Singapore 179103
T: 92244728
At launch, GUILD will carry Ready To Wear shoes from Ed Et Al Shoemakers, Lion & The Star, KEMPT and Fugashin Shoemakers. We will also provide Made To Order services from Ed Et Al Shoemakers and handwelted semi-bespoke and patina services from Fugashin Shoemakers.
We are located next to Challenger on the 3rd floor.
Why?
GUILD is first borne from frustration. As ED ET AL, we have been in countless discussions with big box retailers to bring our products to their shelves. With a few notable exceptions, we realised that the people that we were talking to either did not understand the work and craft behind our shoes, or were simply disinterested in that part of the process. We also found ourselves disagreeing with their idea of quality.
We began wishing that we could find a retail partner who was as passionate as us - the designers and the shoemakers - about the products on the shelves.
Then, an idea was floated - what if WE could create that space? The idea that we could stock shoes from various makers, and back that up with in-depth product knowledge and passionate staff excited us. What's more, we already had an established in-house repair workshop which would complete the service cycle.
The Meaning of GUILD
The word GUILD is historically taken to denote an association of craftsmen and/or merchants. We aim to be the same as the face of makers who are associated with us. As the use of the name suggests, we value the people behind the brands - those who toil to bring quality products to our shelves. We value the tradition and expertise that these few possess. Last but not least, we value the craft. In our case as trained shoemakers and repairers, the gentle craft of shoemaking. In the future, we also hope to feature other deserving crafts and the people practicing them.
Our Definition of Quality
There is not a single factor that denotes quality. It is always a combination of several, including form and function, that adds up to quality products. For a product to be sold at GUILD, it has to be first priced right for what its offering. From quality of leathers used to the construction techniques employed, we have taken a good look at how the product is built before deciding to put it on our shelves.
There are a few things that you will find to be usually true at GUILD, factors that we will not budge on. These are things like only using real upper and lining leathers, outsoles being stitched or pegged and never only glued, and always using real leather stacks for the heels if present, and more.
About Fugashin
Fugashin Shoemakers is a Vietnamese/Japanese shoemaking firm that is highly reviewed for its quality and designs and is new to the Singapore market. Handwelted semi-bespoke services will be available shortly after launch, as well as a selection of patina choices and effects. 
If you are a maker (of anything!) that would like to be associated with us, please drop us an email at enquiry@edetal.sg. We would love to hear from you.
See you soon at GUILD!