Our Designers: 72 Smalldive

72 SMALLDIVE

"I'll live a lushlife in some small dive."

Inspired by the jazz song ‘Lush Life’, Szetiong Soh’s leather goods label, 72 Smalldive, is meant to advocate the “spirit in believing that one can live a rich and meaningful life regardless of the scale of material wealth”.

Sze explained he wanted to create a label that focused “on slowing down the consumption process” so that their customers could “savor and enjoy the product not just for its aesthetic or material value but also to understand where the product was made”.

Although the company is based in Singapore, Sze revealed that “a large part of the creative and research process is done in Milan” due to the “extensive network of artisans”.

Read on to find out more!
What was your inspiration in starting your own label?
In the fashion industry, there is little time and space for people to ‘get to know’ a product. Fast fashion has become the order of the day. When the label was started, the intention was to create a label that focuses on slowing down the consumption process so our clients could savour and enjoy the product not only just for its aesthetic or material value but also to understand where the product was made. Likewise our artisans are informed, at all times, where the products are sold. The label would like to do away that ‘disconnect’ between producers and consumers, brought about by fast fashion.

Hi Sze- can you please tell us a little more about yourself?

A very nondescript folk who enjoys a little luxury now and then in a low key sort of manner.

What were you doing prior to 72 Smalldive?

I was a business strategy consultant.

What does the name "72 Smalldive" mean?

The label was inspired by a jazz song called ‘Lush Life’. Albeit the sad connotations in that song, the crooner’s determination to live a lush life inspired me to want to launch a label that advocates that spirit - the spirit in believing that all incidents (whether good or bad) will happen for the eventual good and the spirit in believing that one can live a rich and meaningful life regardless of the scale of material wealth. 72 Smalldive was meant to be a conducive locale/enclave to enable people to inculcate that spirit and in that process bring to fruition a meaningful relationship between material goods and humanity.

Why did you choose to be based in Milan instead of Singapore?

Although that company is a Singapore-based company, a large part of the creative and research process is done in Milan. This is mainly because Milan has a rather extensive network of artisans and raw material suppliers. This network fits with our business model of ‘slow retail’.  It was also through this base that we were able to connect and sell our products in Europe where there is a growing interest in product provenance amongst consumers.

There are principally two processes. The business considerations and the creative considerations. Our Italian showroom provide us very relevant feedback on how we should build our collection each season. With that feedback, the label would take the opportunity to add on new product range each season. Over the past 3 season, we were able to expand our product offering from jewellery to bags and now even to sundry items.

As for the creative process, we start with an aspired lifestyle. References from our previous collections are used in defining the collection theme so that we have a continuing story for our collectives. Then only the fun part begins...i.e. choosing colours, picking details, research on forms and materials. I am the creative director for all the projects.

There are some collectives in which the label collaborates with another designer. But that process is a longer process because we would like our collaborators to understand and embrace the philosophy of the label.

Where do you draw inspiration from?

Humanity. Nature, literature, and music and how these elements connect with humanity. 

PS. You will notice that each collection is named after a quote from a book or a song. 

Do you have any advice for other independent designers?

I am still learning about the trade every day thus I am afraid I have very little useful advice for independent designers.

What’s next?

Many things are in the pipeline.

· After its successful introduction of its first men’s accessories 50 for SS13, the label will continue to build its line of men’s accessories (including shoes and bracelets) in the next seasons.

· 72 Smalldive will also be launching a project working with mass producers to produce items in limited quantity. 

· Last but not least many probably did not know that the label’s first collection was actually jewellery. We have been selling our bespoke jewellery to a limited clientele. We plan to launch a selection of ‘pret-a-porter’ line, with the first collection available by March 2013.

Head to our site to browse their unique wool clutch. Browse 72 Smalldive's Pinterest boards or their Tumblr catalog.

8:56 PM  72 Smalldive, artisans, milan, our designers, Singapore  1 comment