Asia’s leading street culture convention Culture Cartel has brought together more than 250 global and regional brands, artists, and creators to the Singapore Expo. This year’s edition, themed Icons Uprising, will highlight the evolving influence of street culture across art, fashion, music, and collectibles. Mandeep Chopra, co-founder of Culture Cartel, shares insights into why collaborations resonate so deeply with today’s youth-driven consumer base, how they elevate the street culture
re scene in Singapore and Asia, and the role Culture Cartel plays in fostering meaningful connections between brands and creatives.
Inside Retail: Collaborations seem to be a dominant trend for 2025. Why do you think collaborations resonate so strongly with today’s consumers?
Mandeep Chopra: Collaborations have been a successful strategy for brands to expand their reach and connect with audiences they may not typically engage. Today’s consumers are heavily influenced by music, art, skate culture, and sports. As a result, when brands turn to youth culture, these collaborations become especially appealing, as they align with the interests and preferences of their target audience.
IR: How do collaborations, like those featured at Culture Cartel 2025, help grow and elevate the street culture scene in Singapore and Asia?
MC: A notable collaboration includes the custom-dyed Monsoon Patrol x Asics shoes as part of The Ultimate Box Set, which features an exclusive Astro Boy figurine and two Astro Boy keychains, designed in collaboration with American brand, ToyQube.
There are also numerous other collaborations with international, regional, and local brands. These partnerships generate excitement, freshness, and global attention. Our goal is to continually set the bar for innovation and encourage brands to focus more on Singapore and the surrounding region, which may not always receive the same level of attention as other major global cities.
IR: Can you share your perspective on what makes a collaboration truly successful? Are there specific elements you look for?
MC: When collaborating, both partners must add value, with thoughtful storytelling playing a crucial role. In a landscape saturated with collaborations, standing out and creating something that truly resonates with consumers is essential. While industry recognition and consumer praise are rewarding, for me, commercial success remains the ultimate measure of a collaboration’s effectiveness. I focus on the partners involved, the product itself, and whether I believe the consumer will connect with it and feel excited about it.
IR: In what ways does the convention foster meaningful connections between brands and the creative community?
MC: Culture Cartel offers valuable exposure and serves as a platform to bring brands and creatives together. For instance, this year, Nicky Diamonds, behind the American label Diamond Supply Co., will be unveiling a bespoke BMW M4 as part of a collaboration with Performance Motors, while local designer Mark Ong is launching a range of products in collaborations with brands like Helinox and Indonesian brand Kanky. It serves as the perfect launchpad to attract a captive audience. Over the years, the event has played a crucial role in facilitating connections, and these relationships, both new and established,
continue to grow and thrive.
IR: Are there any untapped opportunities or trends in the street culture scene that you’re looking to explore in future editions?
MC: We are always open to new creative ideas. This year, amongst many new additions, we are featuring a first-of-its-kind AI art exhibition by The Visual Dome as well as The Culture Cartel Vault, a showcase bringing together rare collectors displaying trading cards to G Shocks. While street culture is constantly evolving, our focus extends beyond just that – we aim to bring diverse communities together, particularly within youth culture. We are always on the lookout for unique aspects that can spark interest and drive engagement.
IR: What feedback have you received from past brand collaborators, and how has that influenced your approach?
MC: With numerous collaborators and collaborations over the years, we have received mostly positive feedback, though some negative comments are inevitable. Commercial success is, of course, crucial, and it has been a key guiding principle for me to ensure the effectiveness of each partnership. This sometimes means declining collaboration opportunities if I believe they would not do well or if they do not align strategically with one or both collaborators.
IR: As the founder of Limited Edt, how do you bring your experience from the sneaker boutique world into shaping Culture Cartel’s vision?
MC: In terms of street culture, staying on top of trends and understanding consumer tastes and preferences is part of my day-to-day. I leverage this knowledge to provide advice on what will be most relevant and ensure that Culture Cartel remains at the forefront of style, fashion, and youth culture. I help connect influential brands that matter to the Culture Cartel ecosystem. Our vision is to curate a unique and relevant experience for our visitors, which is not much different from what I am trying to achieve at our Limited Edt stores.