A Goal for Eco . Making Sustainable Affordable
100% Recycled, Repurposed or Sustainably-sourced by 2030
Our beliefs and approach
SABRINAGOH desires to create design pieces to last through the seasons. Our wish is to see customers wearing our clothes ten years on from their purchase date.
At SABRINAGOH, we design every garment with its lifecycle in mind, considering responsibly sourced trim and material. Across our product range of men’s wear, women’s wear, kids, accessories and bags, it’s our constant mission to maximise comfort and meet the wearer’s needs: our focus on functionality is the first step towards circularity.
Our journey: where are we now?
Across the fashion and retail industry value chain, sustainability remains an issue. To this end, we have identified our sustainable priorities and initiatives since 2016 and ongoing.
We started our brand in 2009 as slow producers and even after 12 years, are still making conscious quantities and testing for best fit before commencing production. In a market dominated by the convenience of polyester, we take significant effort in our sourcing journey to choose sustainable materials. We aim to improve our ratio of natural-to-synthetic fibres from 70%-30% currently to 100% recycled, repurposed or sustainably-sourced by 2030, if not sooner.
We are committed to a program to “Close the Loop and Build to Last”, designing for circularity and longevity. Our program initiatives include Product, Research and Organizational initiatives as follows:
Since 2016, a significant proportion of our collection has used natural fibres like linen, modal, lyocell and cotton, which improve biodegradability, breathability and comfort. To achieve climate-sensitive quality, we explored materials such as Tencel, EcoVero, Solotex, and materials OEKO-TEX® standard. We are planning further experiments to recycle synthetic materials such as polyester and nylon to improve the problems presented by their virgin form, to achieve no-iron and wrinkle-free qualities. Exploring materials derived from pineapple waste for soon-to-launch products. We source from Japan, China, Thailand and Indonesia and make it a point to transparently list our material contents so as to enable consumer choices.
Ruth Flair Dress made in 100% Lenzing Tencel fibre, a renewable and biodegradable fibre derived from wood pulp from sustainably managed forests
We are experimenting with upcycling unsold clothes, leftover sample fabric and offcuts into new products so as to reduce waste in the process of new product creation. The most successful in this program is our face mask range which uses Solotex offcuts, transforming them into a new and relevant product use case.
Our customers are able to bring their clothes back for repair so as to extend the garment lifetime, chargeable for a small fee to remunerate workers.
Sustainable Packaging & Zero Waste
We commit to eliminating all virgin plastic in our supply chains by 2025, including packaging, shopping bags, shipping protection and storage uses. We are switching our shopping and e-commerce bags to recycled paper bags, reusable bags and encouraging customers to bring their own bags when shopping with us. We are extending our zero waste efforts to our innovative brand tag, which is made from biodegradable material.
“Making Sustainable Affordable” Market Research Survey
We ran a research study with our customers to understand the desirability and price point for sustainable materials and eco-friendly product options from SABRINAGOH. We are encouraged that 43.8% of customers surveyed stated they might spend up to 10% more than usual in fabrication costs on a cotton shirt dress. Continuing, we aim to make our product options sustainable and affordable even at lower price points as compared to conventional materials, and are looking into case studies to optimise product options and price points further. We are also exploring customers’ recycling habits and interest to trade in used / unused clothing, to inform how we can extend our upcycling program.
Other than our small production house in Singapore, we run checks with our production vendors in Guangzhou and Batam to ensure fair working conditions for sewers.
Employee Upskilling & Training
We owe our success to our employees. To show our gratitude, we have invested in their professional development to achieve personal growth, confidence and greater effectiveness in their lives and careers. We offer training opportunities, job rotations, specific courses and training in for example customer service and workflow digitisation, employee coaching and mentoring. We have sought to build development into the culture of our teams and how managers operate.
We have been working closely with different community groups. One of our partners is Hagar Singapore, an international organization serving women and children who have endured extreme abuses. We collaborate with them on various projects to restore broken lives and integrate victims back into society, for example, a silk scarf project to raise funds through proceeds.
Through these efforts, we endeavour to take our role as a fashion producer in the ecosystem seriously, and to participate in the progress of the circular economy starting from our operations in Singapore through small but concrete steps. We are grateful to invite and involve our consumers and partners along this journey to our Goal 2030.
“TEARS is inspired by Priya experience, who came to Singapore to work as a dancer and was tricked and threatened into sex work. 14-year-old Priya was later rescued by the police. She bravely faced her captors in court and through her time with HAGAR, learnt to speak English, honed several vocational skills and saved up a sum of money working in Singapore.”