ENRICH, the travel and lifestyle loyalty programme of Malaysia Airlines, has joined forces with Kapten Batik, a fashion boutique, to create an eco-friendly capsule collection consisting of fashionwear and lifestyle pieces.
The limited-edition collection comprises six handcrafted apparel and accessories. They include men’s and junior slim-fit shirts, women’s Egyptian dress, a lunch bag, a tote bag, and a face mask, that aims to provide style and comfort.
The collection was officially launched by Her Royal Highness Tengku Datin Paduka Setia Zatashah Sultan Sharafuddin Idris Shah, an environmental and social activist, at the Kapten Batik lifestyle store in The Curve today.
The collection embraces sustainable elements, as the material is made from 100% Global Organic Textile Standard (GOTS) certified organic Cambric and is hand-dyed using natural colours. The contemporary Enrich x Kapten Batik motif is intricately printed via the traditional hand block method.
Speaking on the collection, Malaysia Airlines Group chief marketing and customer experience officer 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."
She added that the range is both fashionable and environmentally friendly. This is in keeping with today's discerning consumers who value sustainability.
"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,” said Lau.
The collection continues the collaboration between Enrich and Kapten Batik’s co-branded face mask, which began in March 2021. Enrich members will be able to earn points for every purchase made at Kapten Batik or redeem their points in favor of vouchers which can be used at Kapten Batik stores.
The full collection is available for purchase exclusively via the airline’s flagship e-retail store Temptations, or via Kapten Batik’s online store and participating outlets, including its Publika flagship store, BSC lifestyle store, The Curve and Gurney Paragon Mall. – The Vibes, August 3, 2022
