This Italian signage with the header which literally translates to read "Great News! Presented by Men's Fashion. Panoramic view of male conformations", eventually became a signature image that went hand in hand with the branding of Fatman Singapore Gents' Wear Company. Fatman was one of the local tailor shops that specialised in the making of men’s Western suits as early as the 1950s. Its branding of a fat gentleman in a Western suit which is unique and familiar to many, implied that the tailors at Fatman understood the male body, and could tailor clothes to fit all body types. The founder of Fatman, Mr Choo Foo Wah, started out as an apprentice to a local tailor (specialising in making Western suits) before setting up his own business, Singapore Tailor, at Desker Road (1955–1957) and later renaming it Fatman Singapore Gents’ Wear Company. In the 1960s, with Western culture making greater inroads into the local fashion consciousness, there was an increasing popularity for made-to-measure clothing which led to a demand for tailors who could replicate coveted Western designs. Between the 1970s and the 1980s, Fatman was one of the most renowned tailor shops in Singapore, ordering fabrics from London to satiate the growing demands of consumers, who also appreciated Fatman's fine workmanship.
