PR Awards 2023
Digital agency GERMS goes into fashion market with local designer

Digital agency GERMS goes into fashion market with local designer

share on

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, 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.

[Asia eCommerce Awards welcomes you to submit your entries by 23 August. Designed to recognise excellence in eCommerce across Asia, there are 30 enterable categories offered to showcase the best industry players from brands and eRetailers to agencies and enablers. Register now!]

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window