Col­lab­o­ra­tive Syn­ergy

Co­rum appoints J.J. Chuan as Friend of the Brand

Golf Asia - - CONTENTS -

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.

J.J. Chuan

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