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We love local fashion designs!

JUNE 2012 FREE TO GRAB!

HIGHLIGHTS OF THE MONTH FROM THE EXCLUSIVE AND THE FRESH DESIGNERS

r a o r t e e r t s t a h t e d u t Let i t t a g n i s s e r d t a h t h wit SINGAPORE WWW.HEMMESTRY.COM


Greeting to all Hemme Readers! It’s our first debut in Singapore and we would like to thank YOU for picking up this free issue. Wondering how does hemme come about? It’s from our mother named hemmestry (read at p.g 05), a local exotic fashion online site. In hemme, you will receive lots of energetic vibes contents. These includes a summed up featured apparels from various designers that had collaborate with Hemmestry, knowing about the local fashion designers bio, scooped street fashion and lastly the fresh fashion designers! Hemme mini Magazine will be a free monthly issue with updates of the vibes of fashion. Hence be sure to look out for hemme at available at various locations! XOXO Hemme team


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Intro

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Hem Features

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Highlights I

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Scoope Feeds

Hemmestry Talks Fash. Molecules

Xclusive Fashion Designers

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Highlights II 18 CREDITS

Street Uproar HEM X Fresh Face BACKSTAGE STOCKISTS


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[hem-uh-stree]

Definition HEMMESTRY is made up of two terms of ‘HEM‘ and ‘MESTRY’, from che-mistry sound alike’. ‘HEM’ symbolised the base element in fashion that can be found at the edge of a piece of cloth or clothing that has been turned under and sewn. ‘MESTRY’ from chemistry symbolised communications that is the interaction of one personality with another. Hence, with both terms being placed togerther, HEMMESTRY in short means Fashion Communication.

Introduction To be a Fashion Communication brand, HEMMESTRY collabs with various brands from local existing fashion designers to new and fresh young fashion designers to not only showcase and sell their fabulous works but also getting the glimpses of the insides with their thoughts and passion for fashion. These will set as a form of communication of thoughts and the uniqueness of each individual fashion designers’ style to all readers and shoppers to learn about their brands and what defines each of them. As such, HEMMESTRY will continue on to scope for more new n exciting local brandings and designers and share their talent to the public.


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STOLEN, CARA GREEN TOP $149 HEMMESTRY, BLACK HAREM PANTS $39 HEMMESTRY, STRIPE SOCK $12 HEMMESTRY, BLACK RIBBON FLATS $79

GWYN, WHITE RED DELYTH DRESS $129.90 GWYN, NUDE CARDI COAT $199.90 GWYN, ACRYLIC SQUARE CUFF $89.90 GWYN, BROWN HEELS $139.90


#3 STOLEN, QUEEN KHAKI DRESS $249 FLEA & TREES, NEON TEEN VOUGE NECKLACE $65 FLEA & TREES, BLOCKED BLUE BAG $39 HEMMESTRY, STAKE BANGLES $29

#4 STOLEN, AELELA VEST RED $249 FLEA & TREES, ORGANIC STONE NECKLACE $55 FLEA & TREES, VINTAGE BANGLES $249 Y-HOON, BANDAGE BEIGE HEELS $119


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DRIFTERS, WORKER ROCK GREY CARDIGEN $139 DRIFTERS, SEA DWELLER TEE $89 DRIFTERS, PAINTSMEN MOSS GREEN PANT $229

DRIFTERS, WORKER HEATHER GREY CARDIGEN $139 DRIFTERS, SEA DWELLER TEE $89 DRIFTERS, BIKER KHAKI PANT $209


#3 DRIFTERS, CRAFTMASTER LIGHT BLUE SHIRT $189 DRIFTERS, PAINTSMEN NAVY PANT $229 HEMMESTRY, NAVY SHOES $159

#4 DRIFTERS, WORKER RED CHECKS SHIRT $199 DRIFTERS, QUATER MASTER OLIVE PANT $279


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How does the name WANDERWONDER comes about? It is started out with my partner who loves to travel and wander around that is also the nature of his job. So one day, magically by putting these two words Wander & Wonder together, the meaning just fits as it is of wandering around and thinking at the same time just like what most people does nowadays.

What is the reason for the Debut of WANDERWONDER? It started out at the point when we are traveling around. What truly inspired us are those Germany stores which we had came about. It gave us an urge to start out our own fashion line. In the beginning, our main intention is to present to the local market something nice yet unique accompanied with an affordable price. However, that doesn’t mean that it will be just yet another fashion retail shop with only the apparels itself, but more like we would want to be presented in wholeness of our own identity like the colour theme, the shop interior and getting recognized in that sense.

Any unique identity in WANDERWONDER’s design? We have a strong personality in our image that can be reflected in the choice of our oxford fabric that is used in our range of shirts. They hold a more ragged textile than


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the normal fabrics that makes our shirt more casual and can be worn not only to work but also for casual purpose. Functionality is another factor that can be found in our shirts with the addition of an inner pocket. A shirt does not mean that it can be worn with just one style but it can be button down and worn as an outerwear, thus making our little inner pocket to be handy. One good use for the pocket is for traveling purposes whereby you can keep your cash and passport in it. If you happened to encounter a pickpocket, they would have missed out that pocket!

What are the challenges faced with the range of apparels? Most of the time, I will communicate with my customers and though this experiences, I realized that in this industry, it is just hard to please everyone. For example, some customers may question like why is the apparels designed in such a way and they may now like some of these designs. Hence, it will be our job to explain and letting them knowing the intention behind not just purely for decorative purposes. Another challenges that we faced are the production where business is in concern. For starters like us that have been out for only about 1 and a half years, we have to push out sales regularly so that new updates of out apparels can be launched. In the fashion industry, having a break or irregular updates of collections will in turn causes customers to lose their faith in the brand. Not to miss out, research is another challenge for us to always keep a look out in the current local fashion trend so as we can keep up the pace. The does not mean that we have to follow these trends but can have to extract and merge our designs to suit the local markets. If our designs happened to stray too far, it will be hard to be accepted by the local and making business hard to be maintained.

How do you feel about the current local fashion market? Since we are doing male apparels, if it is about 6 to 7 years ago, our designs are sure to be hard to sell, as not many people would dress up in Singapore. It is always the usual summer apparels that can be seen. As the market continues to grow, men’s fashion seems to be more acceptable nowadays with the noticeable increase of men’s street fashion that can be seen. That is also another reason why we would like to step a foot into the fashion industry as we see the potential in the upcoming younger generation.

What are your advices to starters?

Do share some of your experience throughout your collections.

Interaction and communication is very important. We can take it as advises from the market and assist us in improving out designs.

We started to be a more formal look as it can be reflected from out photo shoots and the ranges of apparels we had. As we moved on, we try to be more adventurous by adding in more range of cuts like the round hems and exploring more on the choice of fabrics that can be used for our collections. As for our current collection, it is visible that we are slowly going into a more refined and ragged look with the choice of materials and the model chosen for our photo shoot.

Any interesting ongoing from WANDERWONDER? We are doing some collaboration with the overseas markets mainly from Canada and States. It is a very exciting project for us to be able to bring in more different designs for the local market. We also have our stocklist in Hong Kong at Walk On Water (WOW) along the Yiu Wa Street. This is to expand our way out and being recognized.

Being in this industry, it is not always about the glams. There are many unglamorous times like having to do even the tagging by ourselves. But what keeps our drive on is our undying passion.

In business wise, there are always the Ups and the Downs. So do not take it too hard during the downs. Just take a step back and see what are the reasons and not dwelling with your own thoughts of being not good enough. Sometimes, it is due to the economy downfall and other times are due to the market preferences. So just take it as a pinch of salt.

Where can we find WANDERWONDER’s apparels? WANDERWONDER can be found in: The Little Dröm Store at 7 Ann Siang Hill Tangs PlayLab in Tangs Orchard threadbare & squirrel along bali lane Walk On Water (WOW) in hong kong www.wander-wonder.com

Upcoming in Hemmestry Photography & Text by Jessica Ho


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It is a wicked temption for WANTING more than NEEDING them and that is a Stolen intention from the needs. With Elyn, we will witness her style of Stealing.


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What is Stolen about? Stolen is a Singapore female apparel label. Its modern, minimalist look is all about being authentic, timeless and bold.

What is the hidden meaning to be called Stolen? Stolen was started as my creative escape from my full time big bad world of advertising. It satisfied my desire for vanity, fed my insecurities and kept me real. And the name was inspired by a quote from Gandhi: “Those who keep more than what they need are thieves.” My items are definitely wants and not needs.

What’s that unique signature that signify your fashion identity? Every piece of Stolen has a signature style: a distinct bareback. It is something that you can never miss out as it is just so distinct.

Knowing that you have collab with The White Room for years, how does this collabs comes about? I am doing all my design work solely. Whiteroom is owned by very good friends of mine. So when likeminded businesses and creatives comes together, its becomes very natural for us to exchange ideas, share inspirations and grow in the same direction. Whiteroom has the exact same concept about their store and branding, except that they do not have a female range. I happened to fit in comfortably.

Throughout your journey is there any challenges faced? Of course. I am not trained in fashion designing at all so that in itself is almost suicidal for a start. Everything from execution of designs to choices of fabrics to the business side of things is a challenge. I used to make lots of mistakes and had to ask for help and advices from everyone that I met. My lack of knowledge of designing at drafting an outfit makes it very taxing and complicated for me. Contrary, on the flip side, it also means there is no boundaries for me. That something I can take advantage on. My other biggest challenge is the lack of time. Because I have a full time job in advertising as a Creative Group Head and am also an installation artist on the side. Juggling all these 3 is sometimes not very fun.

Do share your experience in the fashion industry and your advices. Just like any creative industry, passion is the number 1 necessity. Without that, one would never be able to find joy amongst the crazy hours, endless pain and fast pace. And my advice to young fashion designers will be: don’t follow trends, start them.

Where can we find Stolen’s apparels? Stolen can be found in Blackmarket no.2 in Orchard Central as well as WhiteRoom which is now situated in studio and showroom-141 Jalan Besar. Last but not least, in Hemmestry website too!

Stolen is available in hemmestry.com Image & Text Jessica Ho


Amanda, 21

Muhammad, 20

Suat Yee, 21

Jessica, 20

• CODE OF THE MONTH: LET YOUR MOOD DECIDE It’s the DRESSEDUPTOUNDRESS trend and letting yourself to rule that boring street with your own runway by stealing the highlights to yourself with that fashion character of yours!

Jovian, 20

Fashion comes in many forms, and with versatility, many different template of dress codes has surfaced out to show that characteristic of them. Everybody does not just stick to one style of fashion, it comes in a big variety from the wardrode. And most of the time, the result of what you will be wearing does depends on the mood of the day. Once that

Zenio, 23

Wee Ping, 24

Qi Yao, 20


Siu Fang, 21

Amirul, 20

Azura, 20

Doris, 23

E THE FASHION TEMPLATE WITH VERSATILITY • particular mood is triggered, it will be reflected with that dress code of the day. Making everyday a different personal runway show to showcase that mood within you!. Last but not least, with that mood of outfit, just let it ROCK’N’ROLL the street and be sure to allow us to be able to scope you out!

Photography & Text Jessica Ho

Sarah, 20

Shi En, 20

Hidayah, 22

Vivian, 20


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SHe is fresh, young and new. However do not belittle her creativeness in becoming a metropolistic fashion designer. storming her way out at a young age, Yah hoon will enhance her style of exploration in every piece of apparels and get entangled with her thoughts.

What is Y-Hoon about?

Share some of your new collection.

It symbolised: Imagine . Explore . Create

My recent capsule collection named :ISOPLETH X Basics, a range of basics knitted tops inspired by organic forms. Here are some photos from my lookbook

Embodies the free-spirited, promoting self-expression . The label aims to evoke the consumers to put in more thoughts and exploration into what they wear through collections of convertible apparels.

Why is it named as Y-HOON? Y-HOON is a short form of my name Yah Hoon. The ‘–‘ in the label name represent ‘balance’, a balance between aesthetic and commercial value.

What are your signature in the your design Designs with asymmetrical style line, transmuting basic cutting to another level. On top of it, various pieces from my collections are convertible, enabling consumers to put in both thought and exploration to create their desired looks.

How do your cope the amount of stress that you had face and how you overcome them? “The power of one – one thought, one action, one solution” On the way through I met with various challenges but I am clear that at the end of the day the outcome is something I look forwards to. That clear mentality allows me to pull through.

What is your experience in the fashion industry and your advice to newly graduated fashion designers or those whom are still undertaking the course? I am still a minor in the industry but all I could advise - to be humble and versatile. Being wellverse will defiantly benefit!

Any challenges faced? Challenges are forms of drive. I met with problems with getting the right cut, machinery limitation and so on. However challenges did not stop me from getting my end result and I believe that my independent nature did succor.

Stolen is available in hemmestry.com Image & Text Jessica Ho


DRIFTERS WhiteRoom 141 Jalan Besar #02-01, Singapore 208859 www.atwhiteroom.com Available in Hemmestry.com

FLEA & TREES Block 68, Seng Poh Lane #01-10, Singapore 160068 Available in Hemmestry.com

FROM THE STREETS

! R THE SHOW O F Y D A E R ROCK band CR AZ E CO N TR AS T!

GWYN Only available in Hemmestry.com

STOLEN Blackmarket no.2 #02-10 Orchard Central, 181 Orchard Road, Singapore 238896. WhiteRoom studio and showroom-141 Jalan Besar #02-01 Singapore 208859 Available in Hemmestry.com

E BROMANC

BUTTONS

!

Y-HOON Only available in Hemmestry.com

A big thank you to all these awesome fashionistas from the street that had shown their enthusiasm to allow us have their photos taken. After the shoot, they even request to have their group photos taken. They just give off all their young vibe and that creativeness in them. Let hope that the street will continue to thrive with all these energetic fashionistas!

THE SHOOT With photographer Siu Yun. We had a much enjoyable time at our photo shoot with the models, Rebecca, Jaker and Eugena. As usual, we have to put up with all those hassles to prepare for the setup to make-up to styling to dressing and finally on stage with the Light-Camera-Shoot!

Supported by:

CHECKOUT OUT OFFICIAL SITE WWW.HEMMESTRY.COM

Siu Yun is a new young visual artist that had graduated from Nanyang Poly. She have a great passion in photography and had truly shown her talent during the shoot. It is our pleasure to have her in Hemmetry!.


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