Homegrown Singapore label Rye is in the mood to celebrate Pride Month. The brand has launched a collection of scarves titled Love+ that carries the message of freedom to love quite literally: as slogans on a series of polyester scarves. The designs are currently sold at all of the brand’s three stores and on its e-shop and comes in three sizes of 110cm, 80cm and 57cm that feature different colourways as well as arrangement of the word, ‘Love+’. All proceeds of the sales will go towards ’The T Project’ – Singapore’s first shelter for the homeless transgender community.
Taking pride of place in Rye’s Pride campaign are (clockwise from top left) non-binary DJ Zenon; gay couple Andrew McGeehan and Billy Heng; lesbian actress Mila Tronsoco; and drag queen Opera Tang
To accompany the launch of the scarves, Rye has created a campaign that features 11 personalities from the local LGBTQIA+ community such as trans and queer individuals, drag queens, allies, friends and couples. Among them are Zenon, a trans non-binary individual and co-founder and resident DJ for party collective Bussy Temple and drag queen Opera Tang who is the star of the documentary Baby Queen.
This is the second year founder and head of design Bessie Ye has embarked on a project to mark Pride month, which falls in June. Ye, who is known for using the brand’s reach as a platform for engaging with her audience on pertinent social issues from LGBTQIA+ representation to sexual violence, created a campaign last year that featured individuals from the queer community sharing their narratives.
