Not even a year old, emerging Singapore street wear brand Mash-Up has been gathering a dedicated following of fans both locally and around the world for its hyper-coloured, textured range of casual clothes for guys and girls.
With similarities to both the pop-culture references of Jeremy Scott for adidas and the print and colour happy stylings of JoyRich, Mash-Up is one of the few Singapore fashion brands to have a very focused story that will appeal to youth around the world.
For Spring Summer 2013, the three creative minds behind the label – Daniela Monasterios-Tan, Nathanael Ng and Shaf Amis’aabudin – have managed to “mash up” influences as seemingly disconnected as the traditional culture of the Ndebele people of Africa and the 90s cult film 'Hackers'.
The team describe this as “Cyber Ndebele”, a narrative of “coded messages and tribal graphics” taking the geometric patterns of the Ndebele symbolism and blending them into the modern “digital” world.
Only a few collections into its existence, Mash-Up has already created a “signature” style that focuses on bright colours and hard-wearing fabrics highlighted with prints and embroidery; all of which can been seen in the new collection.
Summerwear like swimsuits, swim shorts and sundresses come in saturated colours, with digitised trompe l'oeil and Ndebele prints; re-mixed “staples” of jeans looking like they’re being worn sideways and tees that look like shirts add to the fun.
The collection’s homage to summer can clearly be seen in its campaign shot to look like your favourite summer holiday as a kid on a manual Lomography camera by Kenneth Loe. The modern angle for the campaign comes from the fun “frames” recognisable as anyone’s desktop that surround the images, adding even more to the fun factor.
Join in and make your own summer a bit more fun and pick up a piece of Mash-Up Spring Summer 2013 when it’s released in March.
Mash-Up Spring Summer 2013 will be available in March from its flagship store at Parco Millenia Walk, Level 2 and Blackmarket in Orchard Central. Prices range from $69 for a tee to $269 for a ready-to-wear jacket; statement pieces cost from $299-$499. For more information about Mash-Up, go to www.mashupcollective.com; follow the team’s blog at whatamashup.blogspot.com; follow Mash-Up on Twitter at @WHATAMASHUP and on Facebook at facebook.com/WHATAMASHUP.