Malaysia Airlines’ Enrich flies into the fashion lifestyle space

Enrich, the travel and lifestyle loyalty programme of Malaysia Airlines, has partnered with Kapten Batik, a homegrown fashion brand, to create a “timeless” and eco-friendly capsule collection consisting of fashionwear and lifestyle pieces.

The collection was officially launched today at the Kapten Batik lifestyle shop at The Curve by Her Royal Highness Tengku Datin Paduka Setia Zatashah Sultan Sharafuddin Idris Shah, an environmental and social activist.

The limited-edition collection comprises six handcrafted apparel and accessories, including men’s and junior slim-fit shirts, women’s Egyptian dress, a lunch bag, a tote bag and a face mask.

The collection's fabric is made from sustainable materials and is hand-dyed with natural colours on 100% organic Cambric that has been Global Organic Textile Standard (GOTS) certified. The traditional hand block technique is used to print the modern Enrich x Kapten Batik design.

The whole collection may be purchased only through the airline's flagship online store, Temptations, or at participating stores such Kapten Batik's flagship Publika store, BSC lifestyle store, The Curve, and Gurney Paragon Mall.

Speaking on the collection, group chief marketing and customer experience officer of Malaysia Airlines, Lau Yin May, said: “As we continuously embark into the lifestyle segments, Enrich has once again partnered up with Kapten Batik to come up with a full collection of timeless, vibrant pieces suitable for adults and children alike. Designed with sustainability in mind, the range is both fashionable and environmentally friendly, which resonates well with today’s consumers who are looking to play their part in the larger cause,”

“As the travel and lifestyle loyalty programme of the national carrier, this initiative by Enrich bodes well with Malaysia Aviation Group’s (MAG) wider commitment to a Sustainable Tomorrow, as we continue to make conscious efforts to minimise the environmental impacts within our traveller ecosystem,” she added.

The collection carries on the ongoing partnership between Enrich and Kapten Batik, which started with the co-branded face mask in March 2021.

Meanwhile, on a wider scale, Malaysia Airlines have also partnered with the Malaysian Football League (MFL) in March 2021 to create a sense of collective national identity and unity through the country’s number one sport.

The agreement, according to MAB, aims to give delegates competing in local MFL professional events including Liga Super, Liga Premier, Piala Malaysia, Piala FA, and Piala Sumbangsih with secure and hassle-free air travel.

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