Influenced by the ‘elder’ women in his life and in the Singaporean spirit of ‘getting things done’, Darren Lee has two businesses to keep him busy.

What’s your story?
I took marketing in university, while I was doing that I found myself working on the fashion section of a magazine in Melbourne. After I graduated, I landed a job as a stylist and writer, then joined a branding and video production startup – the experience there convinced me to start UNIFORM.

What excites you most about your industry?
It’s progressively changing. What used to be specific fields or services in content, marketing and communications are now melding together. The lines between traditional and digital forms are now merging. As a business, this gives us the opportunity to continually navigate new landscapes, appreciating what we can adopt, all the while trying to do what we love.

What’s your connection to Asia?
Born and raised in Singapore. Perfect Singlish-speaker.

Darren-Profile_Shot-UNIFORM  Uniform-Logo

Shentonista-Masthead

Favourite city in Asia for business and why?
Singapore, because the physical landscape mirrors the business landscape – it’s continually changing. While all this is going on, there’s a comforting familiarity and, almost everyone, embraces the spirit of getting things done. There’s also a really strong collaborative spirit amongst young businesses.

What’s the best piece of advice you ever received?
“Go back to school” – I’m not an academic but if I didn’t heed that piece of advice, I would have probably ended up on the wrong side of the law, and there’s just so much to learn.

Who inspires you?
My grandmother who’s 96 and the epitome of dedication and graft. At her age she still insists on tending to household chores, shopping at the markets, cooking the tastiest and sometimes the most elaborate meals, ensuring everything and everyone in the house is sorted. Then there’s my grand-aunt who takes immense pride in her loyalty to that one company in Shenton Way she slaved away for on her typewriter for 43 years. The work was banal, tedious and monotonous, but it was her job and that was what she committed to. These grand dames and their mantras greatly influence the way I am.

What have you just learnt recently that blew you away?
That baby carrots never existed – they’re cut from bigger carrots.

If you had your time again, what would you do differently?
I would do most of it the same way but I wish I brought my business partner, Shu, on board much earlier.

How do you unwind?
At home watching a good movie with the dog, Sophie by my side or with a book while gazing at Dara, my new pet Arowana swimming in the aquarium.

Favourite Asian destination for relaxation? Why?
Kyoto – it’s got the perfect blend of cultural depth, interesting architecture, history, true blue artisans, great food and hospitable people.

Everyone in business should read this book:
Creative Confidence by David M. Kelley and Tom Kelley. It’s critical for businesses and teams to understand that everyone has the ability to be creative in their space and scope.

Shameless plug for your business:
People who want to tell good stories should come to us, and we’ll slog it out for you. Kidding. UNIFORM is a content and communications agency and we’re at the service of people who want to tell good stories.

Our other project, Shentonista sets out to debunk the idea that Singaporeans can’t dress. It is a streetstyle website that chronicles people, faces and style around and about Shenton Way, and other business districts in Singapore.

How can people connect with you?
UNIFORM
Website – www.theuniform.com.sg
Facebook – www.fb.com/theuniform
Instagram – @theuniform

Shentonista
Website – www.shentonista.sg
Facebook – www.fb.com/shentonista
Instagram – @shentonista

Twitter handle?
@theuniform_

This interview was part of the Callum Connect’s column found on The Asian Entrepreneur:

CallumConnectsCallum Laing invests and buys small businesses in a range of industries around Asia.  He has previously started, built and sold half a dozen businesses and is the founder & owner of Fitness-Buffet a company delivering employee wellness solutions in 12 countries.  He is a Director of, amongst others, Key Person of Influence.  A 40 week training program for business owners and executives.

Take the ‘Key Person of Influence’ scorecard <http://www.keypersonofinfluence.com/scorecard/>

Connect with Callum here:
twitter.com/laingcallum
linkedin.com/in/callumlaing
Get his free ‘Asia Snapshot’ report from www.callumlaing.com

Recently Published

Queen Elizabeth II was not just a monarch, she represented a global brand. And for the past seven decades, this brand has to some extent defined and promoted the British nation around the world. Brands are important corporate (or in this case national) assetsthat can burnish a company’s profile and meaningfully differentiate it from other businesses. […]
Ads are coming to Netflix, perhaps even sooner than anticipated.  The Wall Street Journal has reported that Netflix has moved up the launch of their ad-supported subscription tier to November. The Sydney Morning Herald, meanwhile, is reporting that Australia is amongst the first countries likely to experience ads on Netflix later this year. Netflix first announced they would introduce […]

Top Picks

More and more colleges are becoming “metaversities,” taking their physical campuses into a virtual online world, often called the “metaverse.” One initiative has 10 U.S. universities and colleges working with Meta, the parent company of Facebook, and virtual reality company VictoryXR to create 3D online replicas – sometimes called “digital twins” – of their campuses that are […]
Proof-of-stake is a mechanism for achieving consensus on a blockchain. Blockchain is a technology that records transactions that can’t be deleted or altered. It’s a decentralized database, or ledger, that is under no one person or organization’s control. Since no one controls the database, consensus mechanisms, such as proof-of-stake, are needed to coordinate the operation […]
Woven through Thor: Love and Thunder, Taika Waititi’s latest contribution to the Marvel Cinematic Universe, is a sentimental and age-old commentary on mortality and love.  In this intergalactic rom-com, the hammer-wielding Gods of Thunder face the shady “god butcher” Gorr in a race to the Gates of Eternity. Gorr has inherited his god-killing gift through […]

Trending

The Industrial model of education that fueled the modern era and its dizzying reach did its job incredibly well. Its prime accomplishment was the expansion of our ability to abstract the world. Until then, pragmatism reigned, limiting most people’s thoughts and interactions primarily because we lacked the tools to extrapolate information, to wield it for things that lay beyond obvious […]
I highly recommend reading the McKinsey Global Institute’s new report, “Reskilling China: Transforming The World’s Largest Workforce Into Lifelong Learners”, which focuses on the country’s biggest employment challenge, re-training its workforce and the adoption of practices such as lifelong learning to address the growing digital transformation of its productive fabric. How to transform the country […]

Join our Newsletter

Get our monthly recap with the latest news, articles and resources.

Latest Titles

Empirics Podcast

  • The Future Of Aviation Is Electric?

Login

Welcome to Empirics

We are glad you have decided to join our mission of gathering the collective knowledge of Asia!
Join Empirics