A new web and mobile platform for ethics-minded fashionistas has been launched for the Asia-Pacific market.
Based in Singapore and founded and funded by Deutsche Bank investor Tony K Tan, Smthgood aims to help women shop with an increasing interest in the environmental and social impact of the clothing industry. We aim to appeal to our customers.
The site, the first of its kind in the region, is an online marketplace for trading eco-clothing brands, including based on clothing materials, manufacturing methods, and community and environmental impact. increase.
To read more, sign up – it’s free!
- Get the latest news, jobs, events and more with our free weekly newsletter.
- Access the largest repository of news and views on sustainability topics.
- Jobs, events, press releases, and research reports can also be published here.
Newsletter subscribers do not necessarily have an account on the website. Sign up for free to read more!
Brands trading on the platform include Thai brand Thamon, which makes bags out of fallen leaves instead of leather, and Singaporean Outfyt, which makes clothing out of fishing nets and fabric scraps.
Users can also sell their own products on the platform and get rewarded for posting and sharing their style of green fashion brands using an editorial tool called Lookbooks. According to Tan, the tool is based on the belief that shoppers are more likely to make a purchase if they are inspired and influenced by other people’s design choices.
“Our aim is to speak to consumers who already have an ethical mindset, but also to those who are curious and want to learn more,” he told EcoBusiness. .
The platform works with Carbon Trade Exchange, a London-based digital carbon offset marketplace, to purchase carbon credits to offset the site’s emissions.
Smthgood will launch at a time of growing eco-conscious consumers in the region, competing with the likes of Singapore-based secondhand site Carousell and Malaysian eco-products platform Poptron. A 2021 study by research firm Ipsos found that consumer concerns about climate change and the need for brands to act in line with legitimate objectives are more pronounced in Southeast Asia than in other parts of the world. rice field.
Tan said a 2021 Stern School of Business study found that green products, which account for just 17% of the total market, have grown 2.7 times faster than traditional products since 2015. pointed out. Purpose over price.
The fashion industry is one of the most polluting industries in the world. Consuming up to 200 trillion liters of water each year and accounting for about 10% of global emissions, polyester in clothing accounts for 20% to 35% of microplastic pollution in the oceans.
Major e-commerce sites are looking to capitalize on the growing interest in sustainable fashion brands with plans to enable consumers to buy more environmentally friendly brands. Amazon now flags greener products on its website. Alibaba-owned Lazada was accused of greenwashing last year when it started promoting “less or better” plastic products on Earth Day. Products labeled “eco” included disposable razors and his T-shirts made of polyester.