Power Couple Behind Beyond The Vines Shares Why They’re Rebranding The Label

By Female Singapore on 9 November 2020

Two months ago, Singapore label Beyond The Vines (BTV) wiped its eponymous Instagram account slate clean. The reason? It was about to rebrand from a popular ready-to-wear operation (15 stores in Singapore and around the region) into what founders Rebecca Ting and Daniel Chew call a full-fledged creative studio.

Key among this overhaul of sorts is a concept store that opened last month at Ngee Ann City offering the brand’s ever-expanding universe that now includes a new permanent menswear range alongside its well-loved womenswear as well as lifestyle products (think homeware, outdoor and tech accessories).

Of late, there seems to be a trend that sees increasingly more fashion labels branching out into lifestyle sectors. Bring this up to Ting and Chew however and the husband-and-wife duo counter that the same could be said of the inverse.

Besides which, relaxed, fuss-free wares with a distinct design quality – meant to get busy professionals and creative types through the day – have always been at the heart of the brand. It’s only natural then that as it evolves (it turns five this year), that same approach towards designing extends into all aspects of living.

“Truth be told, we have always been a design studio at heart,” says Ting. “Our approach to design has always been from a problem-solving, user-centric perspective. We believe that the best designers are the problem solvers… Progressing into a design studio really just means we’re designing a way of life.” 

It stands to reason that the best designers are problem solvers – Dieter Rams and Steve Jobs come to mind. In fashion, Giorgio Armani is a prime example with his interlinked worlds of fashion, interiors, beauty, dining, and hospitality. Could BTV be an empire in the making?

Ahead of the opening of the brand’s 2,210 sq ft boutique at Ngee Ann City last month, we got Ting (RT) and Chew (DC) to share their philosophies as designers, entrepreneurs, and one of the most understated success stories to emerge from the Singapore fashion industry. 

Read more here.