DETERMINANT picks PR agency for SG

Hong Kong menswear brand DETERMINANT has appointed Access Communications as its public relations agency in Singapore, as the brand looks to strengthen its presence in the market.

Under the remit, Access Communications will oversee DETERMINANT's public relations strategy, including media relations, creator engagement, strategic storytelling and campaign communications. The agency will work to build awareness of the brand and its range of functional menswear designed for everyday wear.

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Founded in Hong Kong, DETERMINANT is known for its technology-driven apparel, with products featuring stain-resistant, wrinkle-free and cooling fabric technologies. Its dress shirts are also available in 61 size combinations across different collar and sleeve options.

Beyond product innovation, the brand is advancing its sustainability ambitions through its "360BETTER" strategy, which focuses on reducing waste, promoting social mobility and improving water stewardship across the apparel industry.

The appointment comes as DETERMINANT continues to expand its retail footprint in Singapore, with Access Communications tasked with growing the brand's visibility among local consumers through integrated communications and creator partnerships.

It also follows DETERMINANT's expansion into Singapore with its first standalone concept store at Plaza Singapura. The 1,300-square-foot retail space marks the Hong Kong menswear brand's first dedicated store in the market, as it looks to strengthen its presence among professionals seeking functional, performance-driven apparel.

Speaking to MARKETING-INTERACTIVE previously, Clement Chan, general manager of DETERMINANT APAC, said Singapore was chosen for its style-conscious consumers who value quality, innovation and purpose. He added that the Plaza Singapura location reflects the profile of the "DETERMINANT man", offering a retail experience where customers can explore the science behind the brand's shirts, receive personalised fit consultations and discover its proprietary fabric technologies.

Alongside the store launch, DETERMINANT introduced its "The 61S" campaign, highlighting its offering of 61 shirt sizes and reinforcing its positioning around precision, personalisation and performance as it looks to carve out a niche in Singapore's competitive menswear market.

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