RECKLESS ERICKA SPRING SUMMER 2010 "ESCAPISM"
Recklessly Spirited. Effectively Designed. Responsibly Produced.
The Designer Behind Reckless Ericka, Afton Chen
Afton finished her Bachelor of Design (majoring in Fashion Design) awarded by Raffles College of Design and Commerce in Sydney and delivered by Raffles Design in 2008. Emerging as a finalist in the Young Designer’s Contest that was held as part of Singapore Fashion Week 2007 paved the way for her to start the label, RECKLESS ERICKA, with co-founder Louis in 2009.
From Paul Arden’s book, “Whatever you think, think the opposite”, Reckless Ericka is inspired by a title character’s RECKLESS spirit – enthusiastic, adventurous, always having wild and fresh ideas.
Ericka’s whole life is a series of ups and downs, doing what she likes and fearlessly refusing to conform. Naming our brand goes beyond choosing a label. It conjures up images, ideas and our aspirations. Reckless is what we want to be.
To be reckless is to do what feels right, even if no one understands you. Be adventurous, be silly. Dream wild dreams. Be fresh, different and set apart.
To be effectively designed is to be fashionable and functional. With a distinctive fashion aesthetic, Reckless Ericka offers exceptionally designed apparel. Each apparel is thoughtfully made, well-constructed, long lasting and timeless.
The collections are designed in-house, with emphasis on craftsmanship and are produced in ethically sourced factories using quality materials.
This concept is a constant narrative for the brand in creating a more sustainable and business that offers an alternative voice to fast fashion, where affordable fashion lasts for a long time.
We want you to wear our pieces for years, even decades, to come.