Fashion Design ’15 Jon Max Goh Launches New Lifestyle Collection

An image from the Livingwear campaign

Fashion Design ’15 Jon Max Goh Launches New Lifestyle Collection

“What is it to live? and “Who are the real people?” are the two central questions at the heart of Life clothesa fashion start-up co-founded by Jon Max Goh, fashion drawing ’15, who serves as the brand’s creative director and design director. Recently, the brand launched a Kickstarter campaign to finance its new capsule collection, Joy of new beginningswhich celebrates their “tumultuous journey as a young company with hopeful, forward-looking resilience,” according to Goh.

“This capsule collection is a stubborn celebration of all that threatens to drag you down – choosing wholeheartedly and surely to fight for what gives you hope,” Goh shares. “It’s a reminder (to me) that despite the darkness that surrounds us, what unites us and lifts us out of our despair is hope. My team and I couldn’t have made it out of this period. dark without the unwavering support of our closest friends, our families, our mentors who have been there for us. It is a celebration of humanity.

The first piece in the new collection is a mock neck t-shirt made from GOTS and Fair Trade certified 100% organic cotton, underscoring Goh’s and the brand’s commitment to sustainable design. All pieces in the capsule collection focus on comfort and confidence, and because of the way they’re designed and made, they’ll hold their shape for longer. The brand has also donated a portion of its Kickstarter proceeds to charities supporting India as the country continues to battle COVID-19.

“Comfort is not just the physical contact of soft fabric against the skin, but the peace of mind that comes with ethical shopping and the ease of adding new, elevated staples that fit seamlessly into your existing wardrobe,” says Goh. “As long as we bring products to the world, we want to make sure that (as a brand) we know as much as possible about our supply chain and our raw materials. For us, sustainability – and more importantly, responsibility – is about asking the right questions and learning to put the right requirements in place when working with our partners and our supply chain. »

During his time at Parsons, Goh won Menswear Designer of the Year and later worked for brands including Jonathan Cohen, Altuzarra, Kenneth Cole, Joe Fresh and many more. For Goh, the Parsons community has been a vital part of his success, as his fellow designers and creatives continue to inspire him and teach him that he can create positive change with his work.

“My Parsons upbringing taught me to question why and how I create and release things to the world, and to critique my own practice,” Goh says.

In addition to his work with Livingwear, Goh is also one of five winners of Uniqlo’s recent Sustainability Design Challenge in partnership with DesignSingapore Council, and his work is on display at Uniqlo’s store in Plaza Singapura until June 2021. He is also one of the 5 finalists in this year’s Singapore Stories competition organized by the Singapore Textile and Fashion Federation.

Livingwear will release the next 2 items from its 11-piece capsule, available for pre-order in July 2021.

Joseph E. Golightly