Digital agency GERMS goes into fashion market with local designer

Independent local marketing agency GERMS has launched a new fashion label, AKINN, in partnership with Singapore fashion designer Wykidd Song, who is best known for co-founding the Song + Kelly brand. The launch is led by its creative investment arm, GERMS Creative Capital. Under the partnership, GERMS will lend its branding and marketing expertise to help AKINN navigate the fickle fashion landscape.

According to James Chua, founder of GERMS and GERMS Creative Capital, the agency has been looking at the startup space for a while, seeing that many of them lack the marketing capabilities and resources. This is GERMS’ second start-up having launched LUXIEE.com, the first-of-its-kind online diamond marketplace, earlier this year.

Together wit, AKINN will be bringing together other creatives with the same principles to co-create exquisite pieces that befits the sophisticated tastes of design enthusiasts across multiple disciplines such as art, jewellery, and home accessories. "Being ourselves a home-grown company, we believe in [Song's] concept of creating a proudly Singaporean collaborative design platform and we hope to help him realise this vision," added Chua.

Song said that the label aims to constantly challenge design disciplines and ensure a compelling take on fashion with every collection whilst taking inspiration from the stories of individuals and the creative industry at large. “Through this platform, we want to reflect the commitment and passion for good craftsmanship, which hopefully translates to responsible consumption," he explained.

AKINN will also be leveraging on Song's decades of experience in the fashion industry. He co-founded Song + Kelly, a Singapore ready-to-wear brand sold at internationally renowned stores such as Harrods, Selfridges, and Barneys NYC. He also designed the APEC leaders’ attire for the Singapore Summit 2009 and created an eponymous Menswear label.

“It is capitalising on my years of experience, it is working with my network of people with the same amount of experience and skills. It is collaborating with the wonderful and passionate talents of different industries, be it in marketing, architecture or design," said Song. The launch collection, named PROTRACTION, is released in two parts on 15 September and 17 October.

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