I’M IN Transforms Everyday Asian-Fit Lingerie with PR Agency Saltine Communications
Let’s take a closer look at how I'M IN’s PR Agency Saltine Communications helped spotlight the inspiring entrepreneurial journey of co-founders Kingsley Peh and Elfaine Tan as they built Singapore’s leading wireless lingerie label.
Building a business from scratch is rarely smooth sailing. For husband-and-wife team Kingsley Peh and Elfaine Tan, the journey started when they were only 15 years old. Selling second-hand clothes online and at neighbourhood market stalls during the SARS outbreak, they picked up their first real lessons in sales, customer care, and putting money back into the business. That early hustle grew into The Sample Store, Singapore’s first online “tryvertising” platform, which they grew and eventually sold to Singapore Post when they were 25.
In 2015, driven by Elfaine’s personal frustrations with the discomfort of underwired bras, the couple launched I'M IN to focus entirely on comfortable, wireless support. Rather than relying on off-the-shelf designs, they committed $100,000 into raw material research, fabric chemistry, and custom steel mould engineering. Their dedication to quality and fit struck a chord with everyday women. Today, I'M IN has grown from a humble online store into a thriving retail presence with five physical boutiques across Singapore, including Jewel Changi Airport, alongside regional distribution across Malaysia, Indonesia, the Philippines, and Brunei.
Behind I'M IN’s commercial growth is a grounded financial philosophy. As Kingsley shared in his feature on The Straits Times’ Me & My Money, the founders believe in building systems that compound quietly over time, reinvesting directly into products, technology, and building high talent density within their team. Through deliberate storytelling that highlights authentic founder grit, Saltine Communications supported I'M IN in sharing their story with national media, bringing their message of comfort and thoughtful entrepreneurship to a wider audience.
Saltine Communications is proud to represent I'M IN as their PR agency on record in Singapore. We’re honoured to celebrate our clients’ milestones alongside them as their dedicated PR agency in Southeast Asia! Drop us a note at hello@saltinecomms.com to find out how we can get your brand onto the media at affordable rates.
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