Community Club Breakthrough

In 2021, Singh Clo dropped the Community Club Collection. This was a breakthrough moment that redefined Punjabi & Sikh streetwear.

The oversized hoodies and sweatshirts set a new standard. They combined streetwear aesthetics with Singh & Kaur identity in a way no one had done before. The collection quickly gained recognition, selling out fast and influencing other brands to follow our path. It proved that cultural streetwear could be bold, modern, and rooted in identity.

The Community Club Collection changed the narrative. From this point on, Singh Clo was not just participating in fashion—it was leading a movement.

Global Sikh & Punjabi Community

By 2019, our focus shifted to serving the international Sikh and Punjabi diaspora. We realized that our culture, identity, and designs spoke to people far beyond the Netherlands.

Social media allowed us to connect with communities worldwide. We saw Singhs and Kaurs proudly wearing our hoodies and t-shirts, using fashion to express their identity. This wasn’t just clothing—it was cultural storytelling that resonated with a generation. Singh Clo became more than a brand; it became a symbol of pride, unity, and modern heritage.

2019 marked our transformation from a Dutch clothing business into a truly global Panjabi & Sikh streetwear movement.

Journey to factories

In 2018, we traveled abroad to meet producers, improve quality, and take control of our production process. This was a turning point in our commitment to authenticity.

Meeting factories in person allowed us to learn every detail of how clothing is made, from fabric selection to final stitching. It gave us confidence that our products would be premium, durable, and true to our vision. Unlike many so-called “Punjabi brands” that rely on print-on-demand and dropshipping, we wanted to create real limited-edition apparel with meaning. This trip was the foundation for the future of Singh Clo: quality-first, culture-driven streetwear.

The 2018 trip wasn’t just about production—it was about building trust, authenticity, and a long-term vision for Singh Clo. It gave us the tools to compete on a global level without losing our roots.

Shifting Online

In 2015, we shifted our focus fully to online clothing sales. The digital world was growing fast, and we saw an opportunity to reach people far beyond the markets and local community.

The transition wasn’t easy. Learning e-commerce, building a website, and competing with established online players required persistence. But it also gave us freedom to experiment with new ideas and connect with customers across the Netherlands and eventually worldwide. Going digital allowed us to maintain our family’s passion for clothing while adapting to the future of retail.

This move online laid the foundation for Singh Clo to become more than a family business—it set the stage for us to grow into a global Punjabi & Sikh streetwear brand.

Closing a Chapter

In 2014, after more than a decade of success, our store had to close its doors when the mall it was located in was demolished. It was one of the hardest moments in our journey.

Closing the store was painful, both financially and emotionally. Years of effort, memories, and community ties seemed to vanish overnight. But it also taught us resilience and the importance of adaptability. The closure forced us to rethink our approach, question how we wanted to continue, and search for a way to evolve in a changing retail landscape.

While 2014 felt like an ending, it was truly the beginning of transformation. It pushed us to embrace new opportunities and eventually led us toward online fashion—a move that would redefine everything.

First Physical Store

After years of hard work on the markets, our family opened their first physical clothing store in 2001. It was a proud milestone, built on the foundation of countless hours of market life.

The store quickly became a hub for the local community. Customers who had once bought from us at the markets now walked through our doors to experience fashion in a new way. It wasn’t just about selling clothes—it was about creating a place where people felt welcome and connected. Styles evolved, collections grew, and the store allowed us to experiment with more trends while still staying close to our roots. The walls of that shop carried laughter, conversations, and stories from generations of customers.

Opening the store proved that our family could adapt and grow. It marked the beginning of a stronger connection between heritage, fashion, and community—a connection that Singh Clo would carry forward years later.

Starting From Market Stalls

In 1994, our parents emigrated to the Netherlands with dreams of building a better life. They arrived with almost nothing but carried a strong work ethic and the determination to succeed.

They began selling clothes on small markets across the Netherlands. Week after week, they traveled with packed cars, set up early in the morning, and worked long hours—rain or shine. The markets were tough, competitive, and physically demanding. Yet, this was where our family learned the importance of connecting with customers face-to-face, understanding their needs, and offering clothing that stood out for quality. Each sale was not just income—it was hope, survival, and a step toward stability in a new country.

1994 was more than just the start of a business—it was the seed that planted Singh Clo’s values: resilience, authenticity, and community. These principles still form the core of our brand today.