The Anti-Discount Revolution: Why SOS Values Honesty Over Sales
Cultivating a More Beautiful World:
A Conversation with Julien Hong
Q1. Please tell us about yourself.
Julien Hong, founder and CEO of Before Sunrise & Co. (BS).
For over 20 years, I have worked for global lifestyle brands such as Polo Ralph Lauren, Timberland, Columbia Sportswear Company, and Villeroy and Boch, experiencing the cultures of trend-setting cities such as New York, London, Paris, Tokyo, and Hong Kong, and pondering with multinational colleagues how a brand can grow into a sustainable brand.
Based on 25 years of experience, I started the consulting company Before Sunrise & Co. in early 2024 to consult on the growth of local brands into global brands.
In January 2025, I plan to open an online store, ‘Soul of Season’ (SOS), to introduce lesser-known lifestyle brands that can provide emotional value to the Singapore and Southeast Asian markets.
Q2. What kind of lifestyle brands will you be introducing through Soul of Season (SOS)?
A lifestyle brand is more than just a seller of products; it offers consumers values and experiences that encompass their entire lives.
In other words, through its products, a lifestyle brand suggests a specific lifestyle and helps consumers express themselves and improve their quality of life.
Brands like ‘Muji’ and ‘Patagonia’ are good examples.
While there are already famous brands like ‘Muji’ and ‘Patagonia’, SOS is a space that introduces numerous small but meaningful brands that are striving to become such brands.
Q3. Could you elaborate on what constitutes a 'meaningful' brand?
By 'meaningful brand', I mean a brand that genuinely practices ESG (Environmental, Social, and Governance) rather than merely using it as a marketing tool.
Brands that engage in 'greenwashing' — falsely marketing products or services as environmentally friendly when they actually harm the environment — are excluded.
While official ESG certification may require significant investment, the brands that collaborate with SOS are primarily smaller ones that may not have obtained such certification.
For SOS, the sincerity of the brand founder or representative, and their commitment to even a small, but consistent practice of one aspect of ESG, are more important than having a large-scale official ESG certification.
Q4. How does SOS present the brands?
Just as the name 'Soul of Season' suggests, we plan to introduce brands that touch our hearts with each season. We aim to deliver a fresh and heartwarming experience to those living in Singapore, where it's always summer, through SOS's seasonal brands.
We will introduce one or two brands per season, focusing on a single brand at a time for an in-depth showcase.
During the period that SOS features a brand, those products will be exclusively available for purchase in Singapore through SOS.
Q5. Are there any special benefits when purchasing from SOS?
SOS does not offer any price discount promotions.
Q6. Are you saying that not having price discount promotions is considered a special benefit?
The absence of price discount promotions signifies our commitment to offering honest pricing to our consumers.
Traditionally, price discount promotions were used to clear out excess inventory before the start of a new season. However, with the rise of online shopping, online retailers have resorted to various price discount promotions to outcompete their offline counterparts.
Especially during the pandemic when online shopping became the norm, year-round price discounts became commonplace, leading brands to adjust their regular prices in anticipation of these frequent sales.
Price is a reflection of a brand's true value. However, consumers no longer trust these prices. Distrust in a brand's pricing equates to distrust in the brand itself.
SOS operates on a pre-order system.
We collect pre-orders from consumers and then place a bulk order with the brand. The brand produces only the quantity ordered, eliminating the need to worry about excess inventory.
As a result, consumers can experience the brand's products at honest, fair prices.
Q7. It's going to be difficult to convince consumers, who are used to constant sales, to see things differently, isn't it?
SOS aims to provide 'inspiration' to consumers.
When Nike first entered Korea in the early 1980s, it was more than just a shoe. For a teenager like me, Nike was a dreamlike, inspiring experience.
The brands that SOS wants to introduce will not only sell products but also provide consumers with special value, inspiring experiences, and, in essence, a culture.
We want to create this culture together with the Singaporean community.
Q8. Lastly, what is SOS's vision for approaching the market in a way that is different from existing large online shopping malls?
SOS's vision is the image of what SOS will be 10 years from now:
'Cultivating brands that inspire and create a more beautiful world together with the community.'
SOS's mission is a promise to make our vision a reality:
'Respecting differences,
enjoying the slow pace,
and sharing sincerity.'
Q10. SOS's vision and mission feel like a refreshing escape from the daily grind.
I'm rooting for SOS as you work towards creating a more beautiful world.