Beyond The Vines’ New Lifestyle Store Looks A-Ma-Zing

By Her World on 21 October 2020

You might be familiar with Beyond The Vines (BTV) for clothes that boasts minimal yet fun designs that emphasise function and ease of wear.

With the brand turning five this year however, founders Rebecca Ting and Daniel Chew have decided to rebrand the popular label (they have 15 stores in Singapore and regionally) from one that focused on womenswear into what they call a design studio.

Here’s what to expect from the rebranding: the brand has an expansive (2,216 sq ft) new store at #B1-42/46 Takashimaya Shopping Centre called the Beyond The Vines Design Store, a portal of sorts to the new BTV universe, if you will.

Here, you’ll find a new permanent menswear range as well as everyday objects (think lifestyle and tech accessories such as camp chairs and AirPod cases) – basically everything you might need to fully live the BTV lifestyle.

And just what is that lifestyle? The answer can be seen in BTV’s campaign for the “In Plain Sight” collection – its newest collection that includes options for both men and women.

Here, we see notable creatives fronting the campaign, including siblings Charmaine Seah-Ong and Russell Seah, as well as the husband and wife duo of singer Charlie Lim and ceramist Adrienne Wee.

The collection itself references architectural and design principles – form and function take precedence, so expect a lot of colour-blocking, angular lines and utilitarian details such as adjustable toggles and grosgrain label detailing.

These are clothes that don’t overshadow the wearer plainly – rather, it’s the stylish supporting kit that gets you through the day.

Read more here.