Collaborative Synergy
Corum appoints J.J. Chuan as Friend of the Brand
Budding creative entrepreneur, Ms J.J. Chuan, founder of rehyphen® and creator of Musiccloth®, is the first Friend of Corum Singapore. This appointment further exemplifies Corum’s unwavering commitment and support for women entrepreneurs since 2017, when the brand first became the Official Timepiece for the Women Entrepreneur Award.
J.J., together with her brand rehyphen® and product Musiccloth® reflects the true essence of Corum’s tagline “Craft your dreams”. She started rehyphen® studio, pioneering an upcycling initiative by collecting discarded
cassette and video tapes from the community and transforming them into a usable material that is hand-woven in a basket weave pattern. Musiccloth® swatches are made available in Material Connexion's worldwide libraries and the University of Pennsylvania's material lab. This material has also been exhibited at TEDX as one of the ideas worth exploring.
Speaking of the collaboration J.J. said, “In the era of true individuality, Corum and rehyphen® strongly believe in a new way of mass personalisation. Our products are not just a one-sizefits-all, but we both own a beautiful and touching story behind each product in a holistic approach. It is a great honour to collaborate with Corum and I believe there will be more exciting ideas coming soon!”
J.J. also sees much synergy in the collaboration. “Both our brands explore the power of being meaningful with our hands. It has the power of creating a difference. We truly treasure craftsmanship, making a conversation with our community. We also encourage everyone to get curious about how things are made”, she said.
If one day there are no more cassette and video tapes to weave, it will be a good ending. At least to J.J. and her team, as well as to Corum, as they would have helped to reduce and eliminate part of the e-waste on earth, turning them into beautiful and functional products.