Three collections of Pomelo Purpose sustainable clothing will be launched this year.

Pomelo, the O2O fashion brand, says all pieces in the collections will be made entirely from ethically sourced fabrics, including organic cotton from the Better Cotton Initiative, and use natural-colour dyes.

From production to packaging, the Pomelo Purpose lines incorporate eco-friendly practices.

Manufacturing factories undergo an independent audit to ensure products are made in humane and safe working conditions.

Pomelo customers will also receive their Purpose purchases in packaging that uses 60 per cent less plastic.

“The Pomelo Purpose collection is so named because it provides us with a meaningful opportunity to lead the way by bringing sustainable materials and processes to the fashion industry and the increasingly eco-conscious consumers in the region,” said David Jou, Pomelo Fashion CEO.

The company will also provide a free clothing pickup service that customers can access by scanning the QR codes stitched into their Purpose products with the Pomelo app on iOS and Android. Clothes can also be dropped off at collection boxes in Pomelo’s offline stores.

All collected clothes are then redistributed to underprivileged partner communities in Thailand, Singapore and Indonesia.

Launched in 2013, Pomelo now operates in five markets, with Malaysia and Hong Kong the most recent debuts.