Neue Singapore – Surrender Store

Singapore has long been regarded as a quite conservative market, built around VHNWIs (very high net worth individuals) who were mostly male, mature and spending their fortune on luxury watches, as collecting cars was out of the picture in a country where immatriculations are strictly limited and under a quota. But Millenials have changed the market everywhere, including Singapore.

In the very recent emergence of a neue Singapore, permanently hooked on global trends and luxury streetwear references, one store has been foraying into a highly desirable niche.

Surrender occupies a uniquely edgy space on Orchard Road, nestled in a wide lobby between the new Off-White flagship and a Christian Dada boutique. By embracing bold aesthetics from both Western and Japanese avant-garde labels, Surrender is making a statement which younger consumers in Singapore seem to be craving for. In a market recently dominated by preppy casual brands like Maison Kitsuné or the safe and ubiquitous CDG Play, curating a range of pieces from Visvim to Heron Preston, via Gmbh, Astrid Andersen or Ambush feels like a throwing a molotov cocktail into the space.

Japanese designers are not overlooked: Visvim and Ambush leading the pack, are also joined by Neighbourhood, Wtaps, and Song for the Mute.

Visit Surrender in Singapore.

 

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'Bag Head' and one wonders beneath the layers… #SongForTheMute #SurrenderStore #SRD268

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