Spotted! Sifr

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Pictured is an outfit taken from Sifr’s 2009 lookbook. As well as their contemporary clothing line, Suraj Melwani and Chris John Fussner are also the duo behind the Know It Nothing store on Haji Lane.

A graduate from Parsons School of Design, Suraj took on the conceptualization of the store in 2007. After two years behind the venture, he teamed up with another like-minded individual to showcase their perception of what a clothing label should resonate. 2009 brought about the birth of Sifr; a contemporary clothing label with end users in mind. Chris -the other half of this duo- has a passion for design and global culture that stems from his exposure while studying Communications at Boston University. The label’s design procedure starts at the hands of Chris and Suraj and then filters on down to the graphic expertise of Daryl Chan.

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Chris about the collection: “The initial Sifr collection centers itself around innovative and unorthodox fabrics interpreted in orthodox styles. Japanese varieties are used for shirting, pants, blazers while luxe pima cotton is used for another diffusion line that was born out of necessity; Sifr Essentials. This is a line of premium basic garments that is in line with the label’s overall direction.”

“With intentional use of a sombre color pallette, the line evokes a certain sense of calmness while retaining a confident edge,” Suraj continues. “Sleek, youthful, sophisticated and contemporary in it’s appeal with styling being crucial in the process of creating (unique) looks. It is about a sum of all parts; a unique look rather than a unique piece. The object should be almost generic. This in turn helps to create intrinsic value to the wearer, not the opposite.”

Sifr and Sift Essentials is available from K.I.N, Tangs Playlab and from Rockstar Cineleisure.

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