THE STORY

Danelle Woo started Aijek in 2010, building her brand with a singular focus in mind: To meet the needs of the everyday woman through effortless, easy and timeless pieces that drive wardrobe longevity. Danelle creates for the real women she meets, keeping quality, wearbility and comfort in mind.

The Singapore-based fashion label has since been chosen to participate in the prestigious International Development Program created by Singapore Fashion Week in partnership with the Council of Fashion Designers of America (CFDA).

Overseeing the operational process of Aijek from design, sourcing, prototyping to production, she is personally involved in the intimate process of creating each collection and building the Aijek brand. 

Living out of Singapore for the last 15 years, Danelle has set up homes in Sydney, Seoul, New York, Hong Kong and Shanghai. The constant relocation has taught her the need for a sensible wardrobe that is versatile and trans-seasonal, also giving her rich inspirations that she draws on for her designs.