The Paper Bunny Recraft collection campaign

How The Paper Bunny Built a Brand Around Purposeful Design

This ethos of conscious sustainability continues to guide their collections.

Published on May 26, 2025

Amid a sea of lifestyle brands that have emerged in recent years, The Paper Bunny (TPB) has distinguished itself with a philosophy rooted in intentional living. Founded by husband-and-wife duo Jaime Lee and Justin Tan, the Singaporean brand began as a passion project centered on stationery, eventually evolving into a full-fledged lifestyle label known for its practical accessories and serene design sensibility.

“We started the brand out of a simple desire to create beautiful and thoughtful pieces that I wanted but couldn’t find, pieces that my friends and I could use in our everyday lives,” Jaime and Justin share in an exclusive interview with Preview. “11 years on, the heart of the brand remains—to create functional, thoughtful and beautiful pieces for intentional everyday living and to add value to the lives of our community.”

That same pulse runs through Recraft, their recent line of eco-conscious accessories—a collection that champions sustainability and a renewed commitment to responsible creativity.

About the TPB Recraft Collection

In conjunction with Earth Month, TPB takes its ethos even further with the launch of TPB Recraft, a special limited-edition collection that transforms off-cuts from past collections and recycled materials into new iterations of some of their best-loved silhouettes. The collection includes fan favorites like the Puffer Swing, Puffer Shopper, and Utility Laptop Bag, now rendered in new textures, colorways, and marked with a unique Recraft logo. Joining these are updated versions of TPB’s everyday reusables, including the Pocket Pouch and Reusable Bags.

With Recraft, TPB champions its philosophy of creativity, circularity, and care—values that have defined the brand since its beginnings in 2013.

PHOTOS: COURTESY OF THE PAPER BUNNY

At the heart of The Paper Bunny’s Recraft Collection is a deceptively simple idea: what if we didn’t discard the imperfect?

“TPB Recraft was born from a desire to do something impactful in the most thoughtful way,” the founders explain. “It all started with a batch of bags that didn’t pass our quality controls— they were not good enough for sale, but we couldn’t bear to throw them away.”

That dilemma turned into a creative opportunity which, ultimately, birthed the Recraft collection, a limited-edition capsule made from offcuts of previous collections, recycled nylon, and vegan leather derived from plastic bottles. The team approached the challenge not just as product designers but as storytellers of sustainability— each piece in Recraft is proof that imperfection can still carry beauty, function, and soul. “Our creative vision for Recraft was to approach the idea of waste with imagination and empathy,” they shared. “That thinking aligns closely with our brand ethos of intentional everyday living.”

Thoughtful Techniques, Familiar Craft

The production of the Recraft Collection came with its fair share of challenges. Instead of starting with a blank canvas, the team worked with pre-existing materials—defective Puffer Swings, limited fabric remnants, and sustainable textiles that were new to the brand. Yet it was precisely these unconventional materials that sparked creativity in reimagining their familiar silhouettes.

“One of the main challenges we had was not having a blank canvas to work from,” they admit.

The resulting silhouettes feel familiar yet refreshed: dual-toned colorways, limited-edition details, and the signature TPB Recraft logo that distinguishes each piece. “Each design in Recraft is unique because of the new materials used… we believe in honesty and being upfront with our community,” Jaime and Justin emphasize.

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PHOTO: COURTESY OF THE PAPER BUNNY.

At the end of it all, the brand remains loyal to its process. “We keep the techniques and methods of making the Recraft pieces as close to our original pieces as possible,” the couple explains. “They are processes that have been refined over the last few years to perfect the output of our classic silhouettes.”

This attention to detail ensures consistency across collections, even as TPB ventures into a more conscious approach to producing its pieces. In many ways, it’s also the brand’s way of reassuring their community that thoughtful design will never come at the cost of quality.

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Scrunchies from the Recraft collection. PHOTO: COURTESY OF THE PAPER BUNNY.

While the effort may not be overtly “revolutionary,” that seems to be precisely the point for the TPB team— they champion sustainability through a more thoughtful and grounded approach.

“For us, sustainability is a journey of progress, not perfection,” the founders stress. “We never want to come across as greenwashing. What we do believe in is providing joyful alternatives to make sustainability fun, aesthetic, and approachable.”

Sustainability in Practice

Though Recraft is a limited release, the philosophy that guided its creation is set to ripple through the brand’s future collections. “We have been and are exploring the options,” the duo says. “While there are many considerations involved, we hope to be able to continue the spirit of TPB Recraft in future drops.”

Internally, the brand has already made shifts with its production process— from swapping polybags for reusable ziplocks and drawstring pouches, to sourcing FSC-certified paper, and designing alternatives to single-use plastic. It’s an incremental approach, but one that matches the brand’s philosophy: to live with intention.

“Earth Month [held last April] felt like the right moment to launch TPB Recraft,” they note. “We wanted to show that sustainability doesn’t always have to be radical or intimidating— it can be creative, fun and beautiful.”

Looking Ahead: A Brand That Grows with Its People

In many ways, The Paper Bunny’s journey mirrors that of its community— steadfast, evolving, and always finding joy in the details. “Our community is truly the heart of TPB,” the founders illustrate. “They are thoughtful, creative and intentional… people who find joy in the little things and value thoughtful intentionality in everything they use or wear.”

For the Filipino market, more is on the horizon. “We’re working on new silhouettes and new projects for the second half of the year,” the couple teases. “Without saying too much, we’ll just say to stay close— there’s a lot coming your way and we can’t wait to share more.”

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PHOTO: COURTESY OF THE PAPER BUNNY.

SHOP

Pieces from The Paper Bunny's Recraft Collection

In the Philippines, The Paper Bunny's Recraft collection is available through the brand's official website. Pieces from the lineup include its well-loved Puffer bags, as well as an assortment of caps and resuable bags.

The Puffer Swing

Puffer Swing (Recraft Fawn), P3350, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Swing (Recraft Seaglass), P3350, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Swing (Recraft Seal), P3350, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Swing (Recraft Gloss Matcha), P3350, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Swing (Recraft Gloss Cupcake), P3350, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Swing (Recraft Rich Mocha), P4300, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Swing (Recraft Rich Eclipse), P4300, THE PAPER BUNNY, thepaperbunny.com.ph

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The Puffer Shopper

Puffer Shopper (Recraft Gloss Porcini), P4050, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Shopper (Recraft Gloss Seaglass), P4050, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Shopper (Recraft Rich Mocha), P4550, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Shopper (Recraft Rich Eclipse), P4550, THE PAPER BUNNY, thepaperbunny.com.ph

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Puffer Shopper (Recraft Gloss Mirage), P4050, THE PAPER BUNNY, thepaperbunny.com.ph

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Utility Laptop Bag

Utility Laptop Bag (Recraft Rich Eclipse - available in 13.3" and 15"), P3850, THE PAPER BUNNY, thepaperbunny.com.ph

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Utility Laptop Bag (Recraft Planet- available in 13.3" and 15"), P3850, THE PAPER BUNNY, thepaperbunny.com.ph

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Utility Laptop Bag (Recraft Gloss Porcini - available in 13.3" and 15"), P3850, THE PAPER BUNNY, thepaperbunny.com.ph

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Utility Laptop Bag (Recraft Gloss Matcha - available in 13.3" and 15"), P3850, THE PAPER BUNNY, thepaperbunny.com.ph

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Mini Puffer Swing

Mini Puffer Swing (Recraft Magpie), P2850, THE PAPER BUNNY, thepaperbunny.com.ph

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Mini Puffer Swing (Recraft Gloss Porcini), P3350, THE PAPER BUNNY, thepaperbunny.com.ph

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Pillow Pouch

Pillow Pouch (Recraft Earth), P1650, THE PAPER BUNNY, thepaperbunny.com.ph

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Pillow Pouch (Recraft Mocha), P1650, THE PAPER BUNNY, thepaperbunny.com.ph

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Pillow Pouch (Recraft Ore), P1650, THE PAPER BUNNY, thepaperbunny.com.ph

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Pillow Pouch (Recraft Gloss Cupcake), P1650, THE PAPER BUNNY, thepaperbunny.com.ph

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Camper Cap

Camper Cap (Recraft Trail Runners Club Matcha), P2000, THE PAPER BUNNY, thepaperbunny.com.ph

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Camper Cap (Recraft Steady Does It Sable), P2000, THE PAPER BUNNY, thepaperbunny.com.ph

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Camper Cap (Recraft The Simple Life Taro), P2000, THE PAPER BUNNY, thepaperbunny.com.ph

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Camper Cap (Recraft At Your Own Pace Magpie), P2000, THE PAPER BUNNY, thepaperbunny.com.ph

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Pau is Preview’s go-to fashion girl. On most days, you’ll find her with headphones on, coffee in hand, and likely dressed in an oversized blazer and floor-grazing jeans.