RAF RAF.   WHAT'S OUR STORY?

Who is Raf Raf? And what do we stand for?

Raf Raf built its foundations by taking part in major Baby Fairs in Singapore  & Malaysia  since 2012. Both its co-founders,

Hui Hui & Martin, without the resources to open physical shops, started to bootstrap and grew the brand by directly communicating with customers and getting into outdoor sales events in anyway we could.

Starting out in a HDB room, we began our journey with only 2 boxes of goods, selling in eBay at first. We actually started our 1st Baby Fair show with only 2 suitcases and no fixtures. Today we run 24-36sqm booth size at Baby Fair shows.

Raf Raf began with the intention to create more environmentally friendly products and to make children happy. That's why our first product under Raf Raf, is a cloth diaper, which began to gain prominence in the USA in 2009.

We studied the product for 6 months, spent a few months on sourcing and finally made our first prototype in 2010.

It took us another 6 years to nearly perfect our cloth diaper by constantly looking to improve it while talking to our customers and learning from them.

We are the 1st company in Singapore (maybe Asia) to introduce:

Charcoal Bamboo Diapers in 2010

Night Insert Concept in 2011

Embroidered patterns in 2012

Bamboo diapers in 2014

Colour coded buttons in 2015

Anti-Leak Inserts in 2016

Introduce Diaper Liners 2017

We designed our  own unique diaper cover designs in 2018

Something new is coming in 2021.

We dare say, we are the most innovative cloth diaper company in Singapore, because we don't copy what others are doing. We test and innovate  based on our experience, communication and expertise in this field.

Children Shoes was our 2nd product because we were inspired with a trip to KL  & saw almost all the children there wearing covered shoes. VS the sight in S'pore where our kids were mostly wearing slippers & sandals. A complete reverse in ratio.

We believe it has to do with sandals being simply the more affordable option plus its easier to wear for convenience sake.

That's why it became important for us to educate and focus on producing more affordable shoes to S'porean parents.

Charity work are important to us and we run annual projects to contribute and donate shoes to low income families.

Last year we ran our first 100 shoes giveaway. Reaching out to parents directly via Social Media in April. At the time of our country's first lockdown, we decided to launch this project to bring some joy and hope to children & parents alike.

The whole experience was fulfilling and we received appreciation & well wishes from fellow Singaporeans. Which is why we want to do more, help more people and see if we can achieve our goal to send out1000 pairs of shoes this year!