Fashion e-commerce startup Pomelo is following a new e-commerce trend in the region by launching its own sustainable fashion line called Purpose, claiming to be the first major online fashion brand in the region to do so.
Nine in ten Generation Z consumers believe companies have a responsibility to address environmental and social issues, according to a study conducted by McKinsey. They are also more likely to spend on products that are sustainable. Against this backdrop of rising consumer consciousness, Pomelo’s launch of Purpose is an attempt at targeting Gen Z consumers in Southeast Asia.
Purpose was first introduced as a one-off collection in 2018. Pomelo, a Bangkok-based startup, decided to launch it as a permanent fashion line with three collections. It will be available from April 2019 onwards.
The line will feature pieces crafted from ethically sourced fabric, natural color dyes, and cruelty-free materials such as vegan suede and recycled shell buttons, the firm says. The clothing will be manufactured in factories that have undergone an independent audit to ensure workers there are not exploited. To reduce plastic consumption, customers will receive their products in packaging that uses 60% less plastic.
Besides the sustainable fashion line, Pomelo also offers a free clothes pickup service to customers who bought from the Purpose line. All collected clothes are then donated to underprivileged partnering communities in Thailand, Singapore, and Indonesia. Just as online stores are serving local consumer needs such as modest fashion, sustainable and socially conscious fashion might emerge as a major big trend in Southeast Asia.
Editor: Nadine Freischlad