Mandai makes foray into the fashion world

Mandai Wildlife Group is stomping into the fashion space with the launch of its eco-friendly Good Threads capsule collection.

The 200-piece apparel collection is part of its "Choose good with Mandai" that aims to raise awareness about how individuals can collectively protect nature and wildlife when they decide on what to wear for the day.

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Apparel in the collection include shorts that come with a detachable reusable tote bag, a bucket hat that doubles as a bag, and a pair of pants with a dual pocket organiser to separate paper and plastics for the wearer to recycle later on. Good Threads was developed over six months and produced in collaboration with Hakim Samat, a local craftsman known for creating stylish and upcycled creations.

“In the hustle and bustle of daily life, mindful actions like recycling and using fewer single-use plastics may inadvertently take a backseat sometimes, despite our best intentions,” said Suzanne Ho, senior vice president, brand and communications, Mandai Wildlife Group.

“Through personal choices, each of us can reap a more sustainable lifestyle. Manifest and multiply a personal mantra such as this, and we can fashion change together,” explained Ho.

The campaign was done in collaboration with Anak.

“In designing for action, we wanted to go above and beyond creating eco-sourced clothes, to kickstart behavioural change. Each piece in the Good Threads collection is designed to tackle a specific challenge in everyday life: eating sustainably, shopping sustainably, recycling consistently, and minimising consumption," said Lee Hanyi, creative partner, Anak.

"With this, we hope to create new possibilities for what clothes can do: not just change the way you look, but change the way you act," added Lee. 

Good Threads will fully debut in three releases with the first launch currently public and subsequent launches are slated for 8 and 28 March 2024 respectively. All proceeds from the sale of Good Threads will go towards supporting wildlife conservation efforts in Singapore and Southeast Asia, according to a statement by the brand.

“Fashion is much loved by many. More than a style preference, it’s a personal statement and an identity. It can therefore wield power to influence how we think about clothing and perhaps reconsider the need to consume wave after wave of clothes and fashion accessories,” added Ho.

Previous iterations of the ‘Choose good with Mandai’ included a collaboration with 20 like-minded F&B brands to create exclusive food items and grocery bundles inspired by the diets of wildlife.

The campaign started with the “Choose Good Food Trail” that ran from 21 October to 25 November 2022 spotlighting 14 animal species including the Celebes crested macaque, Malayan sun bear and Asian small-clawed otter.

The wildlife chosen highlights three important roles each species plays in maintaining balance in the ecosystem - through seed dispersal, nutrient cycling and managing wildlife populations.

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