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Tribal Worldwide launches fashion brand to revive SG tailoring community

Tribal Worldwide launches fashion brand to revive SG tailoring community

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Tribal Worldwide Singapore (Tribal Worldwide) has launched Recustom, a groundbreaking new fashion brand designed to revive Singapore’s tailoring community – a heritage trade impacted by the rise of fast fashion.

Singapore’s tailoring community is renowned for its excellent craftsmanship and immaculate detailing—skills and trade secrets passed down through generations of tailors.

Over the years, however, the community has lost many of its customers to the fast fashion industry, said Tribal Worldwide in a statement. Despite their exceptional skills, many tailors lack the recognition and identity to compete with the allure of fast fashion outlets.

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Recustom aims to disrupts the fashion landscape with an upcycled clothing line that breathes new life into Singapore’s tailoring community.

Unlike traditional fashion brands, it cannot be purchased off the shelf. Recustom is exclusively crafted by local tailors, using pre-loved garments provided by customers and design blueprints created by Singapore’s top fashion names – turning fast fashion items into coveted, handmade garments that never go out of style.

This unique concept not only rejuvenates the heritage trade but also fosters a culture of sustainability in fashion, transforming the way we shop and consume clothing, it said. 

At the heart of Recustom are 15 exclusive looks created in collaboration with seven of Singapore’s leading designers, including Depression, Graye, Sabrina Goh, Lark and Peony, ANS.EIN, Baebeeboo, and Kebaya by Ratianah.

The launch collection offers something for everyone, from contemporary streetwear and women’s wear to unisex apparel and traditional garments, it said. 

"Recustom is more than just fashion. It’s about sharing the origins and stories behind old trades for everyone to appreciate and support. In so doing, we ensure the rich culture of our nation is passed on,” said Nicholas Yeo, senior manager at NHB.

Recustom will be brought to life through a social media campaign and website. Fittingly, the unique logo uses fonts inspired by iconic fashion labels and combines them to produce a new brand identity. Renowned Singaporean iPhone street photographer Aik Beng Chia also shot the launch collection.

“Our biggest challenge was creating visibility and value for tailors among young trend-chasers,” said Junqi Liao and Shawn Lam, Tribal Worldwide’s senior creative team behind Recustom.

“Ultimately, we drew inspiration from the world’s biggest labels and built a fashion brand representing tailors from the ground up. Collaborating with Singapore’s leading designers gave the label street credibility,” they said. 

“Recustom is the future of fashion. We hope it paves the way for other nations to promote sustainable practices and protect valuable heritage trades that shape culture,” Liao and Lam added. 

As a highly collaborative initiative, Recustom is inviting designers, tailors, and students to submit new designs in the coming weeks. 

Fashion lines have been the marketing strategy of 2024 it would seem. Recently, Mandai Wildlife Group stomped into the fashion space with the launch of its eco-friendly Good Threads capsule collection.

The 200-piece apparel collection is part of its "Choose good with Mandai" that aims to raise awareness about how individuals can collectively protect nature and wildlife when they decide on what to wear for the day.

Apparel in the collection include shorts that come with a detachable reusable tote bag, a bucket hat that doubles as a bag, and a pair of pants with a dual pocket organiser to separate paper and plastics for the wearer to recycle later on.

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