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72 Smalldive was founded in 2007. It aims to showcase how one is able to attain a posh lifestyle without being materialistic.
Most of the items sold under 72 Smalldive are made by hand and machinery.
Additionally, it's name derived from Billy Strayhorn's song; 'Lush Life'.
Recently, in 2013, 72 Smalldive was nominated under Singapore President's Designer Award ceremony. It has also expanded it's business to Europe, North America, Sydney and Hong Kong.