Why Pomelo's ocean-inspired Purpose collection is using all-natural fibres

Ocean plastics and the longevity of synthetic fabrics are just two of the major ecological issues on consumers' minds as of late. For its part, fashion retailer Pomelo is integrating its sustainability-minded Purpose range — introduced last year — into the mainline collection. Made of organically-sourced natural fibers (its cotton is Better Cotton Initiative-certified), 2019's Purpose collection nods to unspoiled beaches and oceans with its sun-bleached sandy and coral tones. There's a bonus feature included in the Purpose collection too: a handy QR-coded tag in the clothes allows shoppers to arrange at-home collections of donated clothing, which will be sent to disadvantaged communities in Thailand, Indonesia and Singapore.

Browse our favourite pieces from Pomelo's 2019 Purpose collection below:

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Pomelo's 2019 Purpose collection is now available on pomelofashion.com.