HIS fashion sense has been panned, with one critic even calling him a clown.

But that hasn’t stopped local singer JJ Lin, 28, from launching his own streetwear label, Smudge(Still Moving UnDer GunfirE).

A fashion stylist had told The Straits Times last October that the multi-coloured plaid outfit that JJ wore on the cover of his latest album, Sixology,made him look like a clown.

With such bad reviews, why is JJ still persisting in flaunting his fashion?

The singer’s stand is: What doesn’t kill you will only make you stronger.

He said, with a chuckle: “It’s apt that Smudge is all about moving forward in the face of challenges. In life, I believe in greeting everything with boldness. And this is the perfect example.”

JJ joins the growing ranks of celebrities who peddle their own lines of threads, such as ex-Spice girl Victoria Beckham and Sex And The City star Sarah Jessica Parker.

Locally, actor Ben Yeo owns sneaker store, Leftfoot Entrepot, at The Cathay.

Channel U host Lee Teng is the latest to join the pack, with two streetwear shops. But the future remains uncertain for his streetwear label as shoppers are a fickle bunch.

Just ask Beckham, whose apparel collection, dVb was recently dropped by most major American departmental stores due to poor sales.

Pop sweetheart Mandy Moore’s fashion line, Mblem,has been similarly shelved in the US. But JJ remains undeterred: “What sets our brand apart is the vision behind it.

Fans who fall in love with Smudge identify with our philosophy and, basically,embrace it as a way of life.” The idea for the label came about a year back when he met up with three friends, whom he calls “sleeping partners”.

All four men share a love for streetwear. Currently, the line consists mainly of caps and black and white T-shirts with “bold messages”. Each piece is priced in the “high 60s”.

At Smudge – a cosy, dimly lit second-storey shop space at Ann Siang Hill – black and white T-shirts with an occasional splash of red line the walls.

The designs, JJ said, are created by him and his three buddies. JJ, a staunch Christian, said they draw their inspiration from the time of the Crusaders “where medieval warriors protected their faith”.

His favourite piece is a white tee with the words “X Bold” in black print.

So how streetwear is his personal taste? Declining to name specific designers, the singer said his preferences are quite eclectic.

JJ also declined to reveal the amount of capital he invested in the project.

But he said all four shareholders have an equal say in every final design. For example, if one partner decides he wants an extra pattern on a T-shirt and another can’t agree, they meet to discuss it before the design is passed.

In terms of promotion, as JJ is the only celebrity among his group, he unsurprisingly has been chosen as the face for the brand.

But what if the label fails and JJ is further criticised for his fashion sense or the lack of it?

“People can love the clothes or hate them; that’s actually fine with me.

“The worst would be if they simply had no reaction,” hesaid, with a laugh.

He at least has a fan in Jason Koh, a 21-year-old student who said he likes Smudge’s “cool illustrations” and finds the designs attractive.

But even if you don’t like the Smudge designs, shoppers are unlikely to leave the shop empty- handed.

The store also features two American brands – Greedy Genius and Crash.

Greedy Genius shoes are largely supported by the rap community in the US, while the graffiti guru behind jeans line Crash is best known for designing the guitars of renowned musicians Eric Clapton and John Mayer.

As for whether JJ is spreading himself too thin, what with his songwriting and singing commitments, he said: “Being a singer and songwriter doesn’t mean I will have less time for my label. “I welcome this challenge as I love fashion.”

This article was first published in The New Paper.