We can’t believe it’s been over a year and a half since we started our relationship with TANGS. For a homegrown department store to invest in a homegrown label is a beautiful thing. The only way to progress as a society is more co-creation between entities. It’s been a great experience working with TANGS, the amount of knowledge we’ve gained through working with their team and being exposed to a more competitive retail environment has not only made our company stronger but ourselves as individuals have seen tremendous intrinsic growth through the process. After a series of pitches in the middle of last year TANGS agreed to giving us a bigger retail space, so in that time we’ve grown from a rack among racks into a beautiful store in store. It’s been a great and organic growth process with TANGS, I still remember putting our essentials on the promotional display area and then moving up to a rack several months later and finally we’ve attained our own store in store.
The space we are currently shaping at TANGS Level 3 Orchard plays on two major influences. The floor is anchored with Tibetan & Nepalese style carpets, South Asia is a special place for sifr in terms of spirituality and inspiration. The racks are custom designed in house and are a play on a neo-Victorian style emulated in a lot of upper eastside homes in New York. A place that sifr holds very close to its heart. The rest of the décor ties everything together as such a sifr house should look and feel. Elements such as picture frames capturing sifr memories and floral arrangements that are reminiscent of our company’s origins nestled at the top floor of a quaint shop house on Haji lane.
You can expect to find the full sifr range on display as well as a handful of complimentary products from KIN from brands such as: Gitman Vintage, Il Bussetto, Grenson, Makr, A Tail We Could Wag.
Photos courtesy of Djulian Chng, http://www.primary-studio.com/