HK Express promotes circular economy with upcycled travel pouch

HK Express is rolling out 150 pieces of limited-edition travel pouches that are crafted from retired uniforms, aiming to promote waste reduction and the principles of a circular economy.

Through this upcycling initiative, approximately 80% of over 3,000 retired uniform items have been saved from landfills, according to the release. This achievement aims to reflect the airline's commitment to sustainability and waste reduction.

The launch of the travel pouch follows HK Express’ collaboration with non-profit organisation Ronald McDonald House Charities Hong Kong to hold a Christmas sock DIY workshop for its sick children in December last year. The socks were upcycled from the fabrics of the airline’s retired cabin crew uniforms, aiming to advocate for waste reduction and offer support to the community.

As part of the new initiative, the travel pouch is crafted from yarn recycled from HK Express’ retired uniform fabrics, processed by The Billie Upcycling, a specialised textile recycling factory that converts old textiles into recycled yarns without water consumption and hazardous discharge through its recycling process. 

To add an artistic touch, HK Express has invited local illustrator Charlotte Lui, also known as “Moving Drawing”, to design the pouch. Lui’s illustrations depict the delightful interactions between the crew and passengers, capturing the unique travel experience with HK Express.

In addition, HK Express’ sustainably crafted teddy bear, produced in collaboration with Hong Kong sustainable fashion designer Mountain Yam earlier last year, serves as HK Express’ ambassador for sustainability, advocating for waste reduction and upcycling to both its business partners and the public.

HK Express told MARKETING-INTERACTIVE that the promotion primarily takes place online, leveraging various digital channels and platforms to reach its audience.

In terms of marketing stretegies, HK Express has utilised its official website and online shop to provide detailed information about the upcycled travel pouch and teddy bear. This includes product features, the upcycling process and the limited edition aspect. Moreover, HK Express has been engaging with its audience through social media platforms. It shares visually appealing content, including images and videos, to create awareness and generate interest in its sustainable products.

HK Express added that the collaborations with local illustrators and artists such as Lui and Yam not only enhance the aesthetic appeal but also align with its commitment to supporting local talent and promoting sustainability in the fashion industry.

Jeanette Mao, CEO, HK Express, said: “In support of Hong Kong’s ‘Waste Blueprint for Hong Kong 2035’, HK Express collaborates with different organisations to upcycle our retired uniforms and turn them into creative and unique merchandise. This helps reduce municipal solid waste while promoting a circular economy. We hope this project can bring together like-minded partners to join us in promoting a more sustainable future.”

Don’t miss: HK Express and On join hands to promote sports tourism

Recently, HK Express has partnered with Swiss sports brand On to empower sports enthusiasts with an elevated travel experience that combines sports and exploration.

The partnership kicked off with sponsoring tickets by HK Express for runners to participate in the Taoyuan half marathon 桃園國際半程馬拉松 held in Taiwan last month. It will continue sponsoring runners to participate in marathons across Asia in the coming year, aiming to allow them to explore these cities apart from participating in races.

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