Beyond The Vines (BTV) has carved out a niche in the market with its minimal yet fun designs that emphasise function and ease of wear.
With the brand turning five this year however, founders Rebecca Ting and Daniel Chew have decided to rebrand the popular label (they have 15 stores in Singapore and regionally) from one that focused on womenswear into what they call a design studio.
The 2,216 sq ft store is a portal of sorts to the new BTV universe.
Here’s what to expect from the rebranding: the brand has an expansive (2,216 sq ft) new store at #B1-42/46 Takashimaya Shopping Centre called the Beyond The Vines Design Store, a portal of sorts to the new BTV universe, if you will.
Our kind of happy place.
Here, you’ll find a new permanent menswear range as well as everyday objects (think lifestyle and tech accessories such as camp chairs and AirPod cases) – basically everything you might need to fully live the BTV lifestyle.
The new Beyond The Vines Design Store also includes tech and lifestyle accessories such as this camp chair to complement the holistic lifestyle the brand espouses.
And just what is that lifestyle? The answer can be seen in BTV’s campaign for the “In Plain Sight” collection – its newest collection that includes options for both men and women.
Here, we see notable creatives fronting the campaign, including siblings Charmaine Seah-Ong and Russell Seah, as well as the husband and wife duo of singer Charlie Lim and ceramicist Adrienne Wee.
Female Collective member and branding guru Charmaine Seah-Ong and her brother Russell Seah are one of several groups fronting the BTV campaign for its new collection.
The BTV team has also tapped from within; their logistics and accounts manager Renee Foo (and her father, Edwin Foo) is also featured in the campaign, as well as brand founders Rebecca Ting and Daniel Chew. Clearly, the message is that BTV’s designs are for one and all.
The collection itself references architectural and design principles – form and function take precedence, so expect a lot of colour-blocking, angular lines and utilitarian details such as adjustable toggles and grosgrain label detailing.
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These are clothes that don’t overshadow the wearer plainly – rather, it’s the stylish supporting kit that gets you through the day. Don’t believe us? Browse the lookbook featuring the various creatives dressed in the brand’s latest collection.
