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Creative DBS Fashion

DBS campaign nudges Singaporeans to make more sustainable fashion choices


By Charlotte McEleny, Asia Editor

October 23, 2019 | 3 min read

Banking brand DBS has launched a campaign in Singapore that hopes to raise awareness of the impact of fast-fashion on the environment.

The brand has launched a film on sustainability as part of its ongoing ‘Sparks’ video series, as well as an augmented reality game called ‘Fashion Slowdown’. The brand has also made a play on its tagline 'Live More, Bank Less' for the activity - 'Live More, Trash Less'.

Karen Ngui, managing director and head of group strategic marketing and communications at DBS, said that even as the world grapples with the issue of climate change, small changes in behaviour can make a collective difference.

Each and every one of us has a responsibility to do our part, be it in big ways or small everyday ways, to reduce our carbon footprint. As an organisation that firmly believes in the importance of sustainability, we encourage our staff, our customers and the communities we operate in to reduce, reuse, recycle and adopt more socially-conscious, environmentally-friendly consumption habits.”

To mark the launch, DBS conducted a study into the status quo of Singaporeans attitudes to fashion sustainability. Overall Singaporeans were not very active in this space, as seven in 10 Singaporeans do not ensure that the clothes they buy are sustainably made and sourced. Despite this, there was a hunger to understand more as a further seven in 10 Singaporeans said they were open to recycling, swapping or upcycling their clothes to play their part in slowing climate change.

DBS is one of many brands that are starting to take a point of view on sustainability issues, which is becoming a hot topic for brands, inside and outside fashion globally.

The activity plugs into wider efforts from the bank to become engaged around sustainability issues. In 2019, the banking group launched four sustainability interest groups that are focused on initiatives to reduce fashion, food, plastic and paper waste. These groups bring together like-minded employees from across the bank to drive key sustainability initiatives, according to DBS.

As part of the initiative, DBS also hosted its first clothes swap for employees, driving over 200kg of donated items.

DBS: Fashion Slowdown


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