Over the past decade, a rise of small businesses has emerged to promote Singapore’s culture with lifestyle goods, souvenirs, and gifts with good design, breaking the stereotype of selling souvenirs at tourist attractions. However, the represented content on these products, often in the forms of illustrations, graphics, and photographs on most mass-produced items are taken out from their actual environment. Eventually, these beautifully designed products are at risk of losing context and might lead to travelers not being able to relate it as a representation of Singapore. Besides, locals might not purchase these souvenirs as they know where to obtain more authentic, affordable, and functional options to these curated souvenirs. Apart from the icons of Singapore, more essence of local life can be introduced into souvenir design.

Therefore, Souls Keeps, an artisan lifestyle brand will redefine the meaning of Singapore souvenirs and creates Singapore-inspired textile goods by interpreting aspects of the intangible way of life into handmade products. Each crafted item aims to express gratitude towards unspoken love, unappreciated hard work, and little pleasures in our personal lives. By interpreting aspects of the intangible way of life into handmade textile products, the brand will increase the emotional product experience for locals and explore opportunities for travelers to own a piece of Singaporean life.