Purpose by Pomelo collection celebrates sustainability

Online fashion brand Pomelo has unveiled its first sustainable collection, Purpose by Pomelo.

The 12-piece collection is crafted from eco-friendly fabrics, which are sustainably sourced from partners of the Better Cotton Initiative (BCI).

Pomelo says it released the collection because it wants to help raise awareness around the way fast fashion is consumed around the world. For example, by working alongside the world’s largest organic cotton supplier, Pomelo was able to reduce the amount of water generally wasted during the production of the collection. Besides using less water in the production process, a Purpose tee does not have any buttons, making it 100 per cent recyclable. Denim uses a sustainable rope-dye technology to bring out the pure indigo dye present in the material.

The collection comprises a range of denim jackets and kimonos, tees, tote bags, and a dress. For everyday wear, the Purpose Love Tee and Purpose Abstract Motifs Tee – both feature subtle embroidered designs hinting at the collection’s purpose.

“Today, consumer demand for sustainable, ethically sourced clothing is growing, and the conversation around sustainability is bigger than before,” said a Pomelo spokesperson.

“Pomelo recognises its role to change the way fast fashion impacts our environment and community.”

The Purpose by Pomelo collection is produced in a factory “with 218 happily employed women,” most of whom are the main source of income for their household.

Through Purpose, Pomelo also aims to promote recycling by offering a complimentary pick-up service that allows customers in Singapore, Thailand and Indonesia to send up to 5kg of clothes to a charity organisation making it even easier to donate used clothes from the convenience of their home.

Customers can use the service simply by scanning the QR code on the item using the Pomelo App, booking a time and location for a courier to collect the used clothes.

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