Singapore’s founding father Lee Kuan Yew preached sustainability – now Source Collections offer Lyocell clothes and Outfyt recycle fishing nets into Econyl fabric

With a green reputation to uphold, Singaporeans, together with their private enterprises, government initiatives and neighbouring countries, are now aiming to propel sustainability island-wide through their fashion choices. A sentiment that has taken hold in the Singaporean consumer market is the movement towards making conscious lifestyle choices by selecting brands and services that align with green values. A 2019 DBS survey reported that “seven in 10 Singaporeans are open to recycling, swapping or upcycling their clothes to play their part in slowing climate change”. With this growing advocacy for zero-waste habits, more home-grown, sustainable fashion brands and services are emerging in Singapore and beyond to grab a share of this newly burgeoning market. What does Joe Biden’s presidency mean for luxury trade with China? In response to the eco-friendly attitudes of their customers, a number of local fashion brands in Singapore are confidently touting their green bona fides as the sustainable values of producers and consumers further align. Vincent Ooi, founder of home-grown brand Source Collections says, “We have noticed more people and customers who are trying to purchase more consciously (buying fewer but better quality pieces) in recent years.” With a mission to create “something with a social conscience while making a positive impact”, the label stocks basics that use eco-friendly fabrics such as Tencel Lyocell and organic cotton. Why Canada Goose CEO sees sustainability as key to fashion’s future In the activewear sector, brands like Outfyt have also received a positive reception in the market by sourcing sustainably produced fabrics. The company caters to the growing activewear market with minimalist apparel made with Econyl, a regenerated nylon fabric produced from abandoned fishing nets rescued from the ocean. While most local, sustainable fashion brands are limited to online sales and stockists, Outfyt extends beyond its online presence and builds a physical community with its customers through its bricks-and-mortar store, which serves as a space for its close-knit and like-minded members to gather and evangelise green values. Green fashion has also ushered in new business models that account for consumers’ desire to balance consumption with sustainability. Delicia Tan-Seet, managing director of Edelman Singapore, shares, “we are seeing a rise in consumers who are upcycling or buying preloved items or using clothing rental subscription services that offer conveniences like free local delivery. There is no doubt that as choices in the sustainable fashion space grow, more consumers will make choices that are not only better for our planet but also for the community.” Would you eat KFC’s lab-grown, 3D bioprinted chicken nuggets? Second-hand fashion marketplaces are also growing awareness of upcycling worn apparel and propelling the nation towards a circular economy to minimise waste. Considered early to the game in 2015, Refash is now a thriving omnichannel fashion start-up that has processed over S$1 million (US$748,000) in transactions across 10 brick and mortar stores island-wide and on its online platform. The platform currently serves more than 20,000 buyers and 15,000 sellers, who are paid in Refash points, which can be used to purchase clothes on the platform or redeemed for cash donations to various charity organisations. Style Theory is a notable circular fashion platform in Singapore, which also just launched in Hong Kong. It offers designer apparel and accessories either through its subscription model or on an a la carte basis since 2016. With more than 50,000 articles of clothing and 2,000 designer bags in its inventory, the company just opened a flagship store in November 2019 in addition to its app, which has already delivered more than one million items since its launch. Style Theory also recently raised US$15 million in its Series B financing from a group of investors led by SoftBank Ventures Asia. The sustainable fashion movement has cross-pollinated throughout Asia. According to a survey by YouGov, more than 50 per cent of consumers in Singapore and around half of all shoppers in the Asia-Pacific region believe that companies are responsible for preventing environmental harm. Meet the Cathay pilot who trekked across Greenland for the environment Consumers from the Philippines (63 per cent) and Australia (58 per cent) felt most strongly about the role that business can play in safeguarding the environment, followed by Singapore (56 per cent) in third place, while Indonesia (43 per cent) and Thailand (42 per cent) placed lowest among the nine markets surveyed. Regional, collective efforts like the annual Redress Design Award (formerly the EcoChic Design Award) help to amplify the call for more sustainable fashion brands in Asia. Redress, a Hong Kong-based non-profit working to reduce textile waste in the fashion industry, organises the world’s largest sustainable fashion design competition, which is now in its 10th cycle. Reused, repaired, recycled – how Gucci is embracing circular fashion Christina Dean, founder of Redress states, “The global economic interconnectedness reminds us that we are one planet and one people. Sustainable fashion designers are ahead of the curve in terms of using ethical and innovative design and sourcing methods, and they are ready to cater to the growing markets. Redress brings these global talents together, showcasing not just their ideas but also [ways] to engage with curious and changed consumers in the region.” But looking ahead, the Covid-19 pandemic has not only deeply impacted economies, but has incited a thorough examination of consumption habits across all industries. Subsequently, this has brought sustainable production practices into sharper focus within the fashion industry. Fortunately, Singapore had a disposition towards sustainability from the outset, thanks to its founding Prime Minister Lee Kuan Yew, who believed that “a blighted urban jungle of concrete destroys the human spirit”. The modern Singaporean government continues Lee’s legacy as it champions its “Zero Waste Nation” philosophy as the pillar of the nation’s development goals, ensuring sustainable consumption and production, as well as the Sustainable Singapore Blueprint, a national plan outlining focus areas for a more liveable and sustainable country. Will Covid-19 finish off fur in fashion for good? With dynamic governance and community groups such as Zero Waste SG and Fashion Revolution joining the conversation, momentum is being generated by the fashion community, offering local sustainability champions more prominence and influence in the industry, and taking Singapore closer to being sustainably green. Want more stories like this? Sign up here. Follow STYLE on Facebook, Instagram, YouTube and Twitter .