About us

Inspired by the unpredictability and precociousness of uninhibited conversation, a perusal around the Actually… store located at Seah Street is a chance to engage in new perspectives and ways of self expression. Like the shop name suggests, it aims to achieve a level of banter and absolute ease with its audience. Its easy-going and playful attitude is reflected in the shop interior as well as merchandise carried, which comprises an eclectic mix of premium street brands such as Freitag and Lazy Oaf with lifestyle and concept labels like Pantone and Delfonics. We constantly switch up and rotate the items we carry—so you’ll always find something new to covet.

Now cross the road and enter Purvis Street, where you will encounter our parallel boutique ActuallyActually. It’s twice the size of its sister store, and twice as fashion forward. With glass panes pushing against the walls amidst the whitewashed interior, it’s almost like falling into a magic mirror. Unabashed statement pieces dripping with character line the racks, each carefully curated with maximum sartorial impact in mind. Standout brands include Jeffrey Campbell and Underground, because what’s a good outfit without killer shoes?

Each with its distinct personality and quirks, each shop possesses their own unique vision but aren’t afraid to have a little fun with it. A trip here is an experience in its own right, and only one rule applies – Ubiquity is not an option.