kempt

We usually describe morphemes such as dis-, un- and in- as prefixes: they cannot occur on their own as they are only found attached to stems. So we have trust becoming distrust, lock becoming unlock, and complete becoming incomplete. Because they can occur on their own, trust, lock and complete are called free morphemes, while prefixes such as dis-, un- and in- are described as bound morphemes.

However, what about words like disgust, unfurl and inept? They seem to have the same prefixes; but gust, furl and ept don't seem to exist as free morphemes. For example, we don't usually praise someone by saying, "You are ept". This is why gust, furl and ept are sometimes called bound stems.

However, sometimes their status can change; and it seems that nowadays some people can indeed talk about "furling an umbrella". Ludwig Tan has just sent me this photograph promoting a hair salon in Singapore:
Note that kempt is usually regarded as a bound stem, as although unkempt is quite common, we do not generally find the word without its un- prefix.

However, this writer is pushing the boundaries of language (something that marketing people often do). I am pretty sure this is deliberate and not a mistake, and it is indeed an effective way of getting attention. This is the kind of way that language evolves and new words emerge. Of course, it happens all the time in all societies, and this is a fine example of how English in Singapore is contributing to the evolution of the language. In fact, it is possible that new varieties of English, such as those of Singapore and Brunei, are hastening the changes, by developing new modes of expression, introducing new words, and generally extending the boundaries of how we can use the language.