Whether in orange, pink, yellow or blue, Pomelo's latest collection is green at heart.
The fast-fashion omni-channel retailer launched a sustainable product line, Purpose, last year and has made it a permanent offering both online and at its stores.
The strategy corresponds to a marketing research on millennials, of which 87% of respondents were more likely to spend on sustainable products.
The name of the collection also refers to how customers can donate used clothing and give them a new purpose, through redistribution to underprivileged communities in Thailand, Singapore and Indonesia.
The clothes can be dropped off at collection boxes located at Pomelo EmQuartier and Iconsiam stores. In return, customers will receive a 15% discount voucher.
Pieces from the Purpose collection have a "Save The World" label with QR codes that can be scanned with the Pomelo app on iOS and Android, in order to access a pick-up service of the clothing at their homes.
Reuse of garments is one of the brand's green initiatives that responds to the environmental impact of fast fashion.
Constantly launching new collections along with affordability and convenience of online shopping encourages overconsumption, resulting in an overloaded wardrobe and piles of unused clothing.
This calls for repair, reuse, recycling and upcycling, otherwise tonnes of waste clothes takes a toll on the environment. The fashion industry is a big polluter, but an increasing number of sustainable brands are making a difference.
Pomelo's eco-friendly practices span from production in factories that undergo an independent audit to packaging that uses 60% less plastic.
Purpose apparel are made from ethically-sourced fabrics, including organic cotton from the Better Cotton Initiative, natural colour dyes, as well as cruelty-free materials such as vegan suede and recycled shell buttons.
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