HAVE you noticed that cute, structured, leather handbag on the arms of Taylor Swift, Selena Gomez, and Beyoncé? That chic, minimalist bag is Aupen’s best-selling "Serif,” a sleek handbag that balances sophistication with a bit of boldness.
And now, to everyone’s surprise, the founder of Aupen has been revealed: former Singaporean national swimmer, Nicholas Tan.
Nicholas Tan, who won gold in the men’s 4x100m freestyle relay at the 2007 SEA Games, has struck gold again in an entirely different arena — this time in the world of luxury handbags.
In an exclusive interview with Women’s Wear Daily (WWD), the 35-year old shared his journey from the swimming pool to founding Aupen, a Singapore-based handbag brand that launched in 2022 and quickly captured the attention of celebrities and fashion lovers alike.
Making a golden splash in the fashion world, Aupen’s bags retail at around RM1,975 (USD 415), and with their clean lines and understated designs, they have become a fashion favourite.
Not only have they been seen on high-profile celebrities, but earlier this year, Aupen also entered an innovative partnership with LVMH Métiers d’Art, a program supporting artisanal craftsmanship in leather and high-quality metalwork.
This collaboration not only signifies the quality of Aupen’s products but also cements the brand’s place on the luxury stage.
While the sudden unveiling of a former athlete as the founder might have been surprising, those who know Tan’s background in the fashion industry might not be so shocked.
In 2014, Tan was chosen by Dolce & Gabbana as one of seven models for an international campaign, giving him a taste of the fashion spotlight. Afterward, he ran a fashion showroom in Asia, bringing the works of renowned designers like Dries Van Noten and Joseph Altuzarra to new markets.
His experience in these roles sparked a desire to create a brand of his own, which ultimately led to Aupen.
Tan’s journey was far from conventional. He attended Raffles Institution and Raffles Junior College in Singapore before studying at Harvard, where he earned a bachelor’s degree in biology.
In addition to his athletic achievements, Tan was also an early team member of Garena, now known as the successful e-commerce platform Shopee.
But as Tan shared with WWD, despite his successes across a variety of fields, he felt the pull to create something more personally meaningful. After years of building other brands and cultivating talent, he wanted a brand that reflected his identity, and thus Aupen was born.
"I realised that I didn’t want to just work behind the scenes,” he said.
He said his approach to luxury was simple: "An understated elegance that appeals to those who appreciate quality without over-the-top branding”.
Despite Aupen’s rising fame, Tan had chosen to keep his involvement low-key, not wanting to be "pigeon-holed” in any one industry.
"Before starting Aupen, I had achieved success in a variety of areas from being a champion national swimmer for Singapore, to being a fashion model, to doing tech IPOs,” he said, emphasising his preference to let his product, rather than his own identity, take centre stage.
Tan’s choice to keep a low profile didn’t seem to hinder Aupen’s appeal. In fact, the brand’s bags have attracted a diverse range of high-profile fans, including Jennifer Lawrence, Olivia Rodrigo, and Selena Gomez.
"They truly love them and use them,” he said, which, in the world of celebrity endorsements, is as good as it gets.
Aupen’s popularity can also be attributed to its appeal to fashion-forward, eco-conscious consumers. The bags’ minimalist style and emphasis on quality speak to a timeless aesthetic that many celebrities and consumers appreciate, aligning with today’s trends towards sustainable and lasting luxury.
While Tan may have traded competitive swimming for the competitive fashion industry, the dedication and discipline he developed as an athlete are evident in his approach to building Aupen.
From the careful selection of high-quality materials to ensuring ethical manufacturing processes, his brand embodies a commitment to luxury that feels authentic rather than purely commercial.
Aupen’s success also highlights the rising trend of athletes venturing into other industries and excelling. Like his peers, Tan has leveraged his past achievements and network, creating a brand that resonates with those who value story and authenticity in their purchases.
Now, with the backing of LVMH Métiers d’Art and a strong celebrity following, Aupen seems poised for continued growth. Aupen is also collaborating with elite ateliers like Tanneries Roux, Jade Groupe and GBJM Technologies on its upcoming designs.
So, the next time you see a sleek, structured handbag on the arm of a celebrity, you’ll know that Aupen is more than a name; it’s a story of dedication, transformation, and boundless ambition.