Brewing up for fashion

The brewer made its entry into the fashion retail business five years ago, opening the first Singha Life boutique at Siam Center to endorse lifestyle marketing and help strengthen the brand’s loyalty with a menswear line that also included accessories. 

When Siam Center underwent its major facelift from old-style shopping mall to industrial chic, the boutique followed suit and now boasts a vintage rustic yet elegant look complete along with a bistro on the side.

“The interior designed by Trimode Studio has an industrial bias and is inspired by a mix of old gymnasium and perfume lab. There’s plenty of metal, black-painted wood and polished bare cement along with reproduction old-fashioned wooden chairs and tables. Perfume distillation equipment is also fixed on the walls to hint at distillation, part of the brewing process, as well as at perfume making,” explains shop manager Duangporn Jarasrungrojkul.

In its first year, Singha Life introduced men’s fashions in smart and dark tones placing emphasis on fabric quality and cut. Now the brand has expanded to cover women’s apparel and accessories as well as limited edition outfits. These have been created by leading designers Chamnan Pakdeesuk and Kowit Pongpandecha and are divided roughly into two categories; Singha Play and Singha Work. 

“It was the obvious path to take,” says Duangporn. “We found that many women loved our tees and shirts thanks to their smart and chic look. Now both men and women can shop together without argument.

“Today’s guys no longer need to dress in formal outfits. They are metrosexuals who are meticulous about their grooming and appearance. The elegant suits in our collection can mix and match with colourful striped shirts to create a casual look with a playful touch. The best-

 selling item in the women’s line is a colourful blazer that is smart enough for work and casual enough for chilling out.”

The boutique stocks suits, shirts, t-shirts, blazers, shorts and pants along with accessories like neckties, scarves, bags, belts, shoes and wallets. The newest collection offers a welcome breath of summer with a range of casual, colourful and playful outfits and prints inspired by English textile designer/artist William 

 Morris with medieval motifs. Yellow and blue play a leading role. 

The company is also launching a skincare and cosmetics line under the brand Brew Skin using malt as a main ingredient. Cleansers, moisturisers for day and night and sunscreen are already in stock and other consumer products like shampoo and soap will be launched soon and distributed through Singha Life boutique.

Shoppers can also take the weight of their feet with drinks and a meal created by Est 33, a bistro run by Singha. Menu items include sandwiches and burgers, chicken wings, nacho and cold cuts. 

  

 

SUPPING ON FASHION

>> Singha Life boutique is on the third floor of Siam Center. It’s open daily from 10 to 10. Call (02) 658 1177 or (02) 613 1699 or visit www.SinghaLife.com. 

>> The boutique also has branches at Central World and Int Intersect mall on Rama III Road as well as a kiosk in the International Departures at Suvarnabhumi Airport.