Pomelo Fashion leads with Purpose, first permanent line where sustainability meets tech

Fast fashion omni-channel retailer Pomelo became the first Southeast Asian online fashion brand to launch a permanent sustainable line, Purpose. Following the successful launch of its first standalone Purpose collection in 2018, the brand will launch three collections this year featuring pieces crafted entirely from ethically sourced fabrics, including organic cotton from the Better Cotton Initiative, and natural color dyes.

From production to packaging, the Purpose line intentionally incorporates eco-friendly practices. Purpose pieces are made exclusively in factories that have undergone an independent audit by Pomelo to ensure that its products are made in humane and safer working conditions. Customers will also receive their Purpose products in packaging that uses 60% less plastic.

Commenting on the importance of building a sustainable fashion future, David Jou, CEO of Pomelo Fashion says, “Pomelo’s Purpose collection is so named because it provides us with a meaningful opportunity to lead the way by bringing sustainable materials and processes to the fashion industry and the increasingly eco-conscious consumers in the region.” To this end, the Purpose collection is made from organic fabrics and colors, and will also incorporate cruelty-free materials such as vegan suede and recycled shell buttons.

CLOSING THE LOOP

To round out its sustainable offerings, Pomelo will also provide a free clothes pickup service that customers can access by scanning the QR codes stitched into their Purpose products with the Pomelo app on iOS and Android. Clothes can also be dropped off at collection boxes in Pomelo’s offline stores. All collected clothes are then redistributed to underprivileged partner communities in Thailand, Singapore and Indonesia.