Uniqlo's new kampung-spirit t-shirts rile Singaporeans, after designs omit western half of the country

PHOTO: Facebook/Uniqlo

If you've got nothing red nor white to wear this National Day but would still love to stand up (for Singapore) and be counted, Uniqlo's got your back.

The Japanese brand known for their casual wear has just dropped a line of locally-inspired t-shirts that's cool enough to be worn all year around, especially if you're someone that's particularly proud of your 'hood. 

Titled #UTWearYourHood, the collection features 10 graphic tees with designs representing 10 of Singapore's most unique neighbourhoods; Tiong Bahru, Bedok, Tampines, Serangoon, Bukit Timah, Punggol, Katong, Toa Payoh, Telok Blangah and of course, Yishun.

The graphics aren't just your run-off-the-mill hypebeast-esque designs too.

The designs take inspiration from each neighbourhood and showcases what exactly makes each district so special.

Bedok, for one, sports an illustration of a bowl of noodles that pays homage to the one and only Bedok North Blk 85 bak chor mee.

The designer behind this collection is none other than Singapore-based artist Ewe Jin Tee, who is just one of the ensemble of local artists under the bigger UTme! Campain called #UTWearYourSingapore.

On Reddit, users had just one minor issue though.

PHOTO: Reddit

Large neighbourhoods in the west like Jurong, Bukit Batok and Clementi were glaringly omitted. 

They've got a point. Despite having 10 different designs, not a single one of them featured any of the beloved west-end towns of Singapore.

We think Uniqlo, perhaps taking inspiration from Linkin Park's hit single, Leave Out All The Rest, might have just left out all the west. 

Netizens have also accused the brand of waging 'war against the West side'.

PHOTO: Reddit
PHOTO: Facebook

The marketing concept isn't new.

Earlier in June, Tiger Beer had also rolled out similar district-themed bottles. But at least there were 20 of them.

Though we understand it would probably not be able to commission designs for all neighbourhoods, it would definitely seem a little bit disappointing for Uniqlo to leave out almost half of the country. 

Of course, there are many other unique parts of Singapore beyond the west that also have yet to be immortalised on a shirt.

But, for those suffering from a case of FOMO, UTme! lets customers print their own designs on Uniqlo cotton shirts for $29.90. You can also paint and apply photos and stickers using the tablets available in-store.

You won't have to wait long either. All it takes is 15 minutes after payment, though that also depends on how crowded the shop is.

The only limit is your imagination (and perhaps, your wallet) so if you're raring to show some love for your neighbourhood, or anything really, head on down to level three of Uniqlo's flagship store at Orchard Central. 

editor@asiaone.com

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