About When I was Four

When I Was Four is not just a brand; it's a Singapore-based design studio and label that brings to life the essence of local-flavored lifestyle products. Founded on the principles of appreciating and embracing the simple joys of day-to-day life, When I Was Four embodies a philosophy that celebrates the beauty found in life's quintessentials and imperfections.

Simplicity is at the heart of every creation by When I Was Four. The design studio draws inspiration from the minutiae of everyday life, crafting products with meticulous detail and an open-minded approach to infinite possibilities. The result is a collection that reflects a deep appreciation for the little things, showcasing the beauty inherent in simplicity.

The brand's vision extends beyond just creating products; it aspires to represent the Singaporean demographic that values a slow and balanced lifestyle—one characterized by simple happiness and a sense of fun. When I Was Four is not merely about the products it offers; it's about fostering a connection with its audience, inviting them to embrace the joy found in the ordinary.

The founders, each represented by endearing characters like "The Little Tot," "Rice Bucket," and "Country Girl," add a personal touch to the brand. These characters embody various aspects of life, from the love of cycling and enjoying the scenery to a passion for farming and doodling. They infuse personality into When I Was Four, making it relatable and endearing to a diverse audience.

One might wonder about the origin of the brand's name. The choice of "Four" is symbolic—it represents the age when children begin forming their first impressions of the world around them. When I Was Four aims to evoke a sense of nostalgia, inviting people to reminisce about the innocence and wonder of childhood. Through thoughtful design and handmade products, the brand seeks to transport individuals back to the good old days, creating a tangible connection between the present and cherished memories.

In essence, When I Was Four is more than a brand; it's a journey through time, a celebration of simplicity, and an ode to the beautiful tapestry of everyday life. So, let's join When I Was Four on this nostalgic journey and rediscover the magic that lies in the ordinary.