Banker-turned-fashion designer 3rd Sergeant (3SG) (NS) Ong Quanda creates the world's first "story-telling" bags.
His bags are not just for carrying things, but also tools for telling stories.
The latest series of Gnome & Bow bags, launched last month, tells the story of a working executive who turns into a wild party-goer during the weekend.
Here is how you use the bag to narrate this modern interpretation of Dr Jekyll and Mr Hyde:
As you start packing at the end of the workday on Friday, you see the message "Let me out!" embossed inside the bag. You get the hint and flip the reversible bag - it has a blue exterior and khaki interior - for a change of colour and mood.
Come Sunday night, as you pack for work, you'll see a different message inside - "That's enough." This reminds you to flip your bag back and revert to your well-behaved self.
These Gnome & Bow "story-telling" bags are the brainchild of 3SG (NS) Ong, who started the men's fashion label last year.
"Most people think of a bag as just a bag, but it can tell a story, or communicate a message, or speak of your personality," said the 29-year-old former banking executive.
His products, which also include briefcases, folios, wallets and leather accessories, are designed for men in their late 20s and 30s who are into the "dapper gentlemen" fashion.
"In my designing process, I am inspired by the British who are known for their style. They dress up; they bother to groom themselves. That is the image and movement that I want to create."
Story behind the bags
3SG (NS) Ong started his career in the private banking arm of Standard Chartered Bank before ditching his business suits to pursue his passion for fashion.
"I have always been obsessed with bags," he said. "When I go shopping, I would scrutinise all the details to find something interesting about the bag, whether it's a special lining, zipper or compartment.
The latest series of Gnome and Bow bags is a modern twist to the classic story of Dr Jekyll and Mr Hyde.
"I was looking for that extra something. I realised that there wasn't something that spoke to me. So I thought maybe I should start my own fashion line."
To start the business, he took out his savings of $50,000, and raised $37,000 via crowdfunding platform pozible.
A business graduate with no background in design, he resorted to sketching his first bag design using Power Point. "Certain things that I did weren't professional," he recalled with a laugh.
His first series of bags tells the story of the race between the hare and the tortoise.
Without a proper sketch, he had to verbally describe to his craftsmen exactly what he wanted. Sometimes, the conversations took as long as eight hours.
"The design might look simple, but in order to communicate the little details - how the leather is supposed to mimic that of the chequered race flag, how the zippers represent the hare and the tortoise, how they are supposed to run in the direction - that was extremely hard," he recalled.
To ensure quality, he sourced for materials personally for each component. He also went to the factory overseas to inspect every single finished product himself.
"I wanted to make sure the quality is there, with exactly the right details that I want," he said.
3SG (NS) Ong's products are designed for men who are into the "dapper gentlemen" fashion.
Building resilience
His abilities to maintain focus and determination in pursuit of his goals are perhaps a result of his National Service (NS) training.
3SG (NS) Ong recalled an overseas exercise, where he and his company mates from the School of Infantry Specialist (now Specialist Cadet School), had to train in the rain for nine days straight.
"It was hell: Our morale was low, we literally didn't get to sleep at all," recalled 3SG (NS) Ong, now an intelligence specialist in the 76th Singapore Infantry Brigade.
"That period was very bitter, but now when I think back, it's bittersweet. It gave me the mental strength to persevere in anything that was thrown at me in school, at work, or when starting the business."
"Most people think of a bag as just a bag, but it can tell a story, or communicate a message, or speak of your personality."
- 3SG (NS) Ong on why he creates "story-telling" bags
Going international
Gnome & Bow bags are now sold at seven retail outlets island-wide, such as the Assembly Store in The Cathay and Keepers Store in Orchard. They are also available online at gnomenbow.com.
This year, he is going international. He has been going to trade shows to market his label to the United States, Europe, and South Korea.
Getting a new label known in a competitive market dominated by big international names like H&M was a huge challenge, but he is hopeful and determined.
"When I started this brand, it was not really to sell to just Singapore. We want to be an international brand," he said.
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