We over here at JUICE have a sexy spot for (ethical) leather, so when it was time for Thirtyfour to launch their Collection03, we knew we had to be there. Taking the ideas of architecture, metal-smithing, fashion, industrial, graphic and interactive multimedia design, Thirtyfour is founded by cousins ShuennKee Chong and Linda Chong.
Hosted by the beautiful Nini Ramlan, who’s also the face of ThirtyFour, the 9,500 square foot Chin Woo Stadium space was transformed into an alternative installation where towers of bubble wrapped scaffolding created a labyrinth of three different rooms. housing the latest Thirtyfour collection. Stunning visuals and large blown-up photographs coupled alongside massive banners draped corners and led the 600 or so guests through the installation. A replica of a Thirtyfour workstation complete with hammers, rivets and studs was also installed.
The Thirtyfour collection03 is an expansion of collection02 and sees the addition of 2 new groups- Taylor and Sac – to the existing 5, and the release of its men’s range, Joe, which consists of travel and work constructs and matching wristbands. Despite the heat, guests were seen shopping it up. Seen at the event were Tengku Azura, Joanne Kam, Camelia, Carleed from Phlowtron, and fashionistas Ethan and Ming, amongst others.
A relaxed but forward thinking fashion and design event from the bold and the beautiful, KL-style, guests nibbled on canapÃ©s from Pink Sage and sipped on ice-cold Heineken as Arabyrd dropped a dope DJ set that mashed up soul, r ‘n’ b, funk and rock n’ roll.
Thirtyfour certainly promises much more. “Leather is just our current exploration and very soon we will be expanding the Thirtyfour lifestyle line with jewellery and a eco-friendly collection made from sustainable materials”, Linda shared. The good practices don’t just start there. “Every part of our installation will be reused or reemployed in our day to day operations,” she added. For that we give Thirtyfour 100 out of 100
The ThirtyFour Collection03 launch was held on 18 November 2008 at Chin Woo Stadium. Priced between RM50 to RM500 for accessories and between RM300 to RM2000 for bags, ThirtyFour is available at Tangs at Pavilion and 2201 Fashion Avenue, The Gardens Mall, Mid Valley City in Malaysia; Front Row, 5 Ann Siang Road, in Singapore and in Germany. Go to www.thirtyfour.net for more.