FOCUSED ON DUALITY
Create boldly, design simply – that’s the ethos of local label Beyond The Vines, known for its minimalist, functional range that does not compromise on fun and creativity.
Local label Beyond The Vines is known for its minimalist, functional range that does not compromise on fun.
Walk along Orchard Road and you’ll very likely spot someone carrying the Dumpling – the lightweight nylon, water-resistant and reversible bag from Beyond The Vines. “We actually designed the first version of the Dumpling as part of a capsule collection back in 2019, but it really took off after we brought it back in fresher colourways and improved on the design,” says Rebecca Ting, who co-founded the Singapore brand with her husband Daniel Chew in 2015.
Previously a womenswear label, Beyond The Vines is now a comprehensive multidisciplinary design studio offering womenswear, menswear, bags and lifestyle products. The pair started working on the rebranding at the end of 2019, and when the pandemic hit in early 2020, they quickly shifted the focus from ready-to-wear to accessories, to accommodate the demands of their customers during the circuit breaker when everyone was working from home. And that’s how they created the local version of an It bag – the Dumpling (from $59 to $89).
“We were both surprised at the response, but at the same time, not that surprised because we know how functional and easy the bag is to use,” says Rebecca, who leads the creative and design team.
She adds: “Our design philosophy has always been about duality: create boldly, design simply. Our inspiration comes from keeping with the pulse of contemporary culture and our natural atmosphere, to find strength where differences exist.”
Almost a year on since the rebranding, the couple say they’ve seen a positive difference: “We definitely see a huge change in the way our customers engage with us, whether it’s through Instagram, especially in our livestreams, or e-mail. There’s a lot more warmth and a candidness that we feel is hard to come by.”
The duo also expanded their offerings with a comprehensive menswear collection. “We’ve always been pretty functional dressers. If anything, our style didn’t change much, we just became more comfortable with who we were and how we dressed, then made it fashionable,” says Daniel, who is in charge of business development and partnerships.
“Our biggest challenge with menswear was getting the fit right. We’re really proud of the cut and fabrics used for our men’s styles – we’ve seen many customers come in to buy the whole colour range of our T-shirts,” shares Rebecca.
Aside from a new physical store that opened in Ion Orchard this year (the brand’s second, the first was in Ngee Ann City), what more can we expect from the brand this year? The pair are tight-lipped about the limited edition projects they’re working on, but Rebecca drops a few hints: “We’re excited about the collaborations with both home-grown and international brands in the home appliance and entertainment categories.” We can hardly wait.
“We complement each other in terms of our strengths, covering areas and blind spots the other might have missed. This is also in line with our brand philosophy of duality, finding strength in both art and science, form and function.” – Rebecca on Daniel, her partner in work and life