Over 15 Hours of NON-STOP Fashion, Music & Party~!
5,000 attendees, 400 Million viewers worldwide (Globally Broadcasted)
With 6 Labels, 4 Fashion Shows, 30 International models, 14 DJs from Singapore’s finest Clubs and over 15,000 Glasses of Champagne to be drunk. Over 36 hours this event will see
over 5,000 party-goes throng the beach~!
“Living life the conventional way can be depressing. That is why; DEPRESSION represents breaking from boredom and standing out.”
When one would to hear the word “Depression”, you’ll often get words associating to it like “Stress”, “Misery” or “Despair” that follows on as you think further. However, in this story this particular word has its own set of positive vibes.
Admits the mundane and boredom of corporate jobs, this advertising firm has a gem waiting to shine and his name is none other than Kenny Lim.
THE OFFICE DEPRESSION SYNDROME
The 36 year-old, single, upset and bored about his job is feeling very depressed. In some cases, it might sound bad, if you can imagine what could have followed on after that? Wrong! This “Depression” turned out to be more of a charm than a curse. Kenny was about to make a one of the biggest decision in his life, getting thrown into the unknown and swim with the sharks or to be left to collect dust and rot away?
Kenny: “It’s always difficult leaving a cushy job to chase your dreams, the stability of income and facing criticisms from many people.”
Andrew: “It was a happy moment setting up our first shop 7/8 years ago. We’re both inexperienced, and had to learn along the way. What a journey. ”
“DEPRESSION” came out as a brand that stood out significantly. Inspired by the corporate boredom of the advertising industry Kenny and his partner Andrew Loh decided to step out and mark Singapore with their fashion label in 2006.
THE JOURNEY THROUGH DEPRESSION
When asked as to how the brand name came about, Kenny shared with me this: “We named our brand depression because that was how we felt at that time. It’s also a symbol to celebrate diversity. Because I think being boring is a depressing thing.”
Kenny’s journey to discovering DEPRESSION has led him through many challenges, through the people he faced and forging a strong working relationship with his partner Andrew.
When asked about how the like-minded duos were able work so well with one another, Andrew shared: “We are great partners, and we complement each other. He’s macro and biz minded and I’m good with details. So it’s not super challenging, as we both respect each other’s sphere of work.”
DEPRESSION IN PHILOSOPHY
Taken from the philosophy behind DEPRESSION’s brand concept, it talks about living life without any boundaries or limitations; the ability to stand-out and express you is what living life really is all about.
When asked about what drove Kenny to make his stand, he said “It’s always important to be different, to stand out amongst the others; I feel that if the fashion world had no diversity it would have been upsetting and here I am today celebrating difference!”
Stella Evangeline, a local fashion blogger shares with us: “DEPRESSION brings creativity to their works. Witty in design with a strong message to deliver, this label is always bringing something new and interesting to their design.”
WHAT IS DEPRESSION?
The brand image portrays that of a monochromatic, intellectual and cult, the label presents each collection as a black comedy based on medical themes. Their label aims to meet the needs, occasions and aspirations of the creative professional and some titles of their men’s, women’s and shoes collections include AW12 PLASTIC SURGERY, SS13 BLACKOUT and AW13 DYSMORPHIA.
Having attended major events and since then featured in various media including Beijing Fashion TV, Tokyo Fashion Express and Korea Fashion News. Kenny and his partner have brought together an array of collection which has seen the lights of Singapore Audi Fashion Festival, Seoul Fashion Week and Malaysia Mercedes-Benz Fashion Week.
G-SHOCK, CASIO TIMEPIECE COLLABORATION
Just recently, DEPRESSION has made the headlines once again with their collaboration with the world renowned G-Shock from Casio, which they have launched a limited edition timepiece. A very first collaboration with a brand from Japan, Kenny has reached closer to his dreams of bringing the best of the Japanese Fashion Culture into the hearts of Sunny Singapore.
Kenny: “I’m really proud of the G-shock collaboration because it is a wonderful recognition from a major brand. And Asia style collection is great for a Singapore designer to showcase his work to an Asian audience.”
In his last statement, Kenny stated what he felt his brand would become: “My hope for DEPRESSION is to inspire people to live their own dreams, to be able to live life the way they want to”
Seven years later, the former Copywriter and Art Director team is a lot less depressed, and has recently created the diffusion line ANTIDEPRESSANT™, the happier and off-season line that specializes in child-like graphic pieces with a signature geek face print.