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Did Beyond The Vines Just Open Singapore’s Coolest Lifestyle Store?

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Fashion

Did Beyond The Vines Just Open Singapore’s Coolest Lifestyle Store?

Designed entirely by its founders, this new concept store marks a new chapter for the label which turns five this year.

by Keng Yang Shuen  /   October 26, 2020
BEYOND THE VINES MENSWEAR

The latest feather in the Beyond The Vines growing empire is its Design Store at Takashimaya Shopping Centre. Credit: Courtesy

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.

Credit:Courtesy

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.

Credit:Courtesy

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.

Credit:Courtesy

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.

READ MORE: The ‘Apartmentique’ By Ling Wu Just Launched Its E-Store And Is Giving Us A Reason To Shop

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.

Credit:Courtesy

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.

READ MORE: Design Inspo For The Week: Inside Casa Loewe In London

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.


Related Articles

Everything You Need To Know About Beyond The Vines’ First Unisex Collection

Gucci Turns To Its Own Design Staff To Front Its Latest Collection

How Much Would You Pay For This Virtual Dress?

https://www.femalemag.com.sg/gallery/fashion/beyond-the-vines-design-store-new-concept-lifestyle/
Did Beyond The Vines Just Open Singapore's Coolest Lifestyle Store?
Founders Rebecca Ting and Daniel Chew
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Courtesy
Founders Rebecca Ting and Daniel Chew
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Courtesy
Renee Foo, logistics and accounts manager at Beyond The Vines and her father, Edwin
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Courtesy
Renee Foo, logistics and accounts manager at Beyond The Vines and her father, Edwin
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Courtesy
Renee Foo, logistics and accounts manager at Beyond The Vines and her father, Edwin
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Courtesy
The Yunos brothers behind the famous Yunos N Family mee rebus store
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Courtesy
The Yunos brothers behind the famous Yunos N Family mee rebus store
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Courtesy
The Yunos brothers behind the famous Yunos N Family mee rebus store
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Courtesy
Ken Yuktasevi, founder and creative director of creative agency Parable Studio, and his wife Jade
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Ken Yuktasevi, founder and creative director of creative agency Parable Studio, and his wife Jade
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Ken Yuktasevi, founder and creative director of creative agency Parable Studio, and his wife Jade
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Courtesy
Branding guru Charmaine Seah-Ong and her brother Russell
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Courtesy
Branding guru Charmaine Seah-Ong and her brother Russell
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Courtesy
Yah-Leng Yu and Arthur Chin, founders and husband and wife team behind design studio Foreign Policy Design Group
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Yah-Leng Yu and Arthur Chin, founders and husband and wife team behind design studio Foreign Policy Design Group
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Courtesy
Yah-Leng Yu and Arthur Chin, founders and husband and wife team behind design studio Foreign Policy Design Group
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Courtesy
Singer Charlie Lim and wife, ceramicist Adrienne Wee
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Courtesy
Singer Charlie Lim and wife, ceramicist Adrienne Wee
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Courtesy
Singer Charlie Lim and wife, ceramicist Adrienne Wee
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Courtesy
  • TAGS:
  • beyond the vines
  • daniel chew
  • rebecca ting
  • singapore fashion labels
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