A husband and wife from real estate. A bag that looks like a dumpling. A 10-year journey from small Singaporean label to regional design powerhouse with flagship stores in Shanghai, Shinjuku, and Changi Airport. Beyond the Vines’ improbable rise offers a masterclass in building brand loyalty through functional design and community obsession.

Founded in 2015 by Rebecca Ting and Daniel Chew, BTV has achieved something rare: transforming everyday objects into objects of desire without sacrificing the utility that makes them useful. Their Dumpling Bag, an unassuming soft carry-all that has gone through multiple iterations based on customer feedback, has become shorthand for a certain sensibility. Practical. Colorful. Quietly brilliant.

The Origin Story Nobody Expected

Neither founder came from fashion. Rebecca considered importing clothes from Bangkok to resell in Singapore until Daniel suggested something more ambitious. They were frustrated by a gap in the market between high-concept luxury and mass-market basics. Where was the well-made, functional, accessible design for people who actually use their stuff?

Singapore’s fashion scene in 2015 was competitive, and a brand focused on simple, minimalist style was risky. But the couple stopped watching competitors and started running their own race. Their focus on how products feel on the body and how silhouettes fall proved prescient. They chose each fabric carefully, worked with local suppliers, and spent long nights ensuring each piece met their standards.

The pandemic changed everything. When people stopped buying clothes, BTV pivoted to bags with bold colors, easy functionality, and designs suited to Singapore’s tropical climate. They sold through social media live streams, showing failed samples and new ideas behind the scenes. The transparency built trust that traditional retail never could.

Why the Dumpling Bag Became a Phenomenon

The Dumpling Bag succeeded because it solved real problems. The design accommodates Singapore’s humid climate. The compartments actually make sense for how people move through their days. And the colors, those distinctive BTV colors, make a statement without screaming.

What distinguishes BTV’s approach is iterative improvement. The Dumpling Bag has evolved through multiple versions, with many improvements coming directly from customer conversations. This collaborative design process creates ownership beyond transaction. Customers feel invested in products they helped shape.

For Hamptons weekenders, the appeal translates directly. These are bags for yoga-to-brunch transitions, for people who pack their lives into their carry-alls and go. The little loop that perfectly fits an umbrella, a detail only someone who navigates tropical downpours would think to add, speaks to the brand’s attention to actual use cases rather than runway aesthetics.

Expanding Without Losing Soul

BTV now operates across Singapore, the Philippines, Thailand, and Japan, with recent expansions in Shanghai and Shinjuku. The New Bahru flagship, opened in late 2024 as the brand’s largest store, resembles a funhouse with mirrored surfaces, striking shapes, and the bold colors that define BTV products. The Design House concept, first introduced in Bangkok, showcases new textures, materials, and interactive elements for immersive experiences.

Each market adds different layers to the brand story. Some customers love the collectability of colors and drops. Others see BTV pieces as reliable everyday companions. Rather than homogenizing the approach, the team lets each region develop its own relationship with the brand while maintaining the throughline of thoughtful, functional design.

The July 2025 Liberty London collaboration marked a surprising departure. Florals on BTV products seemed out of character for a brand built on functional minimalism. Yet delicate, romantic motifs on lunch bags, pouches, and signature carryalls felt fresh rather than forced. The company has embraced occasional shake-ups while staying grounded in core values.

What Being Singaporean Means to Design

BTV wears its Singaporean identity with pride. As Daniel Chew puts it, “We want people to be amazed that great design can come from a small studio in our little red dot.” The company shares stories from early days, including telling young designers that one day they’d see someone in Thailand or Japan wearing their designs. That vision has become reality.

Being Singaporean shapes the design philosophy in specific ways. A culture that values practicality, resourcefulness, and wit produces objects that are quietly brilliant in how they function. International audiences respond to this balance of function and fun, clean lines, bold color play, and humor in small details. There’s something universal about objects that simply make sense while also bringing joy.

The brand has proven that forward-thinking design, artisanal quality, and global influence can emerge from anywhere. Singapore’s bag brands, from BTV to Aupen to WŪHAŪS, are making major statements on the international fashion map.

Lessons for the Next Decade

As BTV marks its 10th anniversary, co-founder Rebecca Ting reflects on turning points and lessons. The biggest insight? Never rush processes. Building trust with new markets takes time. Refining products takes time. Growing sustainably takes time. The company’s major breakthroughs came from allowing things to unfold with intention rather than chasing trends.

Physical retail remains central to long-term growth despite digital-first trends. Pop-ups and events allow meeting communities in person, understanding buying behavior, and building trust slowly and intentionally. This process gave confidence to commit to long-term presence in new markets.

For Hamptons residents seeking distinctive accessories that signal taste without logos, BTV represents exactly the kind of discovery that defines personal style. These are not it-bags with seasonal shelf lives. They’re functional objects designed by people who actually think about how things get used, improved through feedback from people who actually use them.

Where to Find BTV in the US

Beyond the Vines ships internationally through their online store, with products ranging from signature bags to clothing for women and men, accessories, and lifestyle items. The Crunch Carryall and Dumpling Bag remain bestsellers, available in rotating colorways that have become collectible among loyal customers.

For those visiting Singapore, the New Bahru Design House offers the full BTV experience. The Changi Airport location provides convenient access for travelers, while stores across Manila, Bangkok, and Tokyo demonstrate the brand’s regional footprint.

The company’s community-driven approach means engaging content beyond product shots. Behind-the-scenes glimpses, design process documentation, and direct communication create relationships that transcend typical brand-customer dynamics. This is design as conversation, not lecture.

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