Rachel Liou, the fresh-faced founder of Rock Daisy—a sustainable clothing brand based in Singapore—approaches fashion with a grounded sensibility that’s in refreshing contrast to an industry still driven by fads and trends. Though still emerging, her label effortlessly combines oh-so wearable silhouettes with a steadfast commitment to sustainability.
What’s notable is how Rock Daisy brings this philosophy to life through design. The label balances a colour palette of earthy tones with thoughtful silhouettes that blend utilitarian simplicity with a touch of edge—qualities that mirror the resilient flower that inspired its name. From her corporate background to now wearing the many hats required to run a clothing label, Rachel shares her journey and vision for transforming how we think about and wear our clothes.
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The Journey to Rock Daisy
Rachel’s path to creating her label wasn’t linear. “I think I’ve dreamed of creating my own fashion brand for as long as I can remember,” she reflects. Yet, like many, she initially took a more traditional career path. She trained as a CPA and worked in finance, eventually taking a position in Belgium with retail brands where she learned about the complexities behind production and merchandising. This role introduced her to a side of fashion beyond the glamour—“fabric, trims, margins, and forecasts”—but it also exposed her to the deep-seated challenges of integrating sustainability into existing business models.
While in Belgium, she took evening sewing classes and developed her own skills in pattern-making and garment construction through books and online research. The act of creating clothing gave her a sense of purpose, but it also highlighted fashion’s environmental issues. “It was disheartening to realise that this industry, which had given me so much joy, was responsible for such harm,” she explains. This realisation laid the foundation for Rock Daisy, a brand she hopes will inspire others to ‘rethink their choices’ by promoting slower, more mindful consumption.
It was disheartening to realise that this industry, which had given me so much joy, was responsible for such harm.
The name Rock Daisy captures both strength and grace, which are qualities Rachel strives to infuse into her designs. She recalls her first encounter with the resilient flower: “The Rock Daisy is a weed that grows in mountainous conditions with little to no water. Despite the odds, it perseveres.” She experienced this firsthand on a hike in the Tirol Alps, and it left a lasting impression. She loved the name’s duality, the “masculine, hard energy of the ‘rock’ balanced with the feminine grace of the daisy.” This duality guides her design philosophy, leading to pieces that are versatile yet structured, refined yet relaxed.
Building Sustainably
Starting a fashion brand with sustainable values is no small feat, and Rachel has learned plenty along the way. One of her biggest takeaways? The importance of building strong partnerships. “I put a lot of effort into fostering a transparent and authentic environment where priorities are clear,” she says, noting that this collaborative approach has proven invaluable, especially during challenging times. She’s also developed a keen sense for sticking to her convictions, a necessity when choosing between sustainability and conventional options. “I always return to our mission to steer the process,” she shares, whether debating materials, designs, or even packaging.
Rachel has also faced eye-opening moments when it comes to sourcing materials. She recalls the struggle to find sustainable fabrics in manageable quantities, as many suppliers cater only to high-volume orders. Her decision to focus on natural fibres, like TENCEL™ lyocell and organic cotton, wasn’t just a nod to quality—it was a deliberate choice to counteract fashion’s dependency on polyester. “Today, more than 54% of textile fibres globally are made from polyester, a non-biodegradable material produced by burning crude oil,” she shares. By prioritising natural materials, she’s building Rock Daisy as a small but impactful alternative in a market saturated with synthetics.
Her designs reflect this commitment to thoughtful detail. Rachel’s favourite piece, the AMELIE dress, began as an experiment in draping. “The beauty of this design is how these elements come to life as the wearer moves,” she says, describing how its topstitched lines subtly shape the body without compromising the dress’s relaxed fit. Other versatile pieces, like the ALEX boxy crop top and TASHA shirtdress, invite customers to experiment with different looks. The TASHA shirtdress, for example, has become a wardrobe staple for Rachel. She wore it on a recent flight to Bali, finding it adaptable from a chilly aeroplane to the island’s tropical warmth.
Embodying Ethical Values
Building Rock Daisy has also reshaped Rachel’s personal approach to consumption. For years, she has made conscious choices in her lifestyle, from reducing meat consumption to travelling by land and public transport as much as possible. Since moving to Singapore, she’s also become an active supporter of local farms. This mindset has reinforced her view of quality in fashion, too. I was already checking the fibre content label of each piece I purchased in the past, and continue to do so, also with secondhand clothing. “I already used to check the fibre content in anything I purchased in the past, and continue to do so, along with secondhand clothing.”
Looking ahead, Rachel envisions Rock Daisy as more than just a label. She hopes to create a community hub where people can gather for workshops and design talks, and she’s excited to collaborate with other designers on limited-edition collections. Her broader mission involves funding projects to help production facilities adopt renewable energy and supporting regenerative farming practices.
Her ultimate goal, though, is simpler: to encourage consumers to look at fashion with a renewed awareness. “We need real sustainable options in a space dominated by polyester and plastics,” she says. As Rock Daisy grows, Rachel is confident that her brand will continue to stand tall—much like the hardy flower that inspired it—carving out a meaningful space in the world of sustainable fashion.
Discover Rock Daisy via their website
Photography by ZERRIN STUDIO
Videography by beige.social
