Don’t be surprised if you find your favourite Orchard Road ice cream uncle decked out in fashionable grey sneakers, scooping out ice cream from his cart decked out in a matching monochrome ensemble. No, Uncle Chieng (as he’s affectionately known) hasn’t ditched his familiar red ice cream cart for good. He’s gone grey for one good reason: he’s now New Balance’s latest poster boy.
Yes, the 71-year-old ice cream uncle is among five people who are part of New Balance’s Grey Day 2021 campaign. From May 12 to 18, the genial Uncle Chieng and his ice cream cart, usually parked outside Ngee Ann City, will be all dressed up in all-grey for Grey Day festivities. He joins fashion cool cats such as modern cheongsam dressmaker and founder of Studio HHFZ, Hu Ruixian, Malay Singaporean calligraphy artist, Malik Mazlan, and multidisciplinary creative duo Jon Tan and Nathaniel Fong for this year's Grey Day campaign.
According to New Balance, the colour has become “synonymous with New Balance’s heritage and independent spirit”, and Uncle Chieng “embodies grey as he stays resilient throughout the years becoming one of the must-visit places for tourists as well as a place of nostalgia for Singaporeans”.
If you do get influenced by Uncle Chieng’s cool new get-up, you can join in on the Grey Day activities at the New Balance Paragon experience store, which will have immersive and interactive zones that will be awash in — you guessed it — grey.