Zara Kok
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Good Threads

The fast fashion industry produces 92 million tons of waste a year. There’s even a mountain of discarded clothes in the Atacama Desert that can be seen from space (Seriously. Google it).

Gen Z-ers love their fashion, and are already using their wardrobe choices as statements of change through thrifting and re-fashioning. But it’s still not easy being green, especially with the cheap and powerful lure of SHEIN.

Southeast Asia’s leading conservation and biodiversity brand, Mandai Wildlife Group, gets it.

We all have good intentions. To consume less, to recycle more, and just be better co-inhabitants of Earth. So why don't we? Because, for many of us, the biggest threat to making more sustainable choices can be modern life itself. The pitfalls of forgetting your supermarket tote. The frustrations of recycling on-the-go. The temptations of single-use plastic. It can feel like the city’s out to get you.

And that’s why we created Good Threads.

Our Gen Z-targeted fashion collection begged the question: Why is a shirt just a shirt? Can it do more than look good? Why do we have performance wear for mountains, deserts, forests, and rivers - but not the urban jungle?

Good Threads clothing transforms into outfits that promotes peak-planet performance. And it’s also made from 100% salvaged material and 100% recycled plastic hardware. Making it 100% one-of-a-kind.

Actively shape and live a better future, and look good doing it.

The Tote Shorts. The Takeaway Shirt. The Bucket-Bag Hat. The Trashy Pants. Uniquely designed to optimise our wardrobe for new behaviours and create new possibilities for what clothes can do: not just change the way we look, but change the way we act.

Together with Singaporean designer Unusual Felines, each piece is crafted from only salvaged material sourced from local thrift and secondhand stores. To further minimise waste, even the plastic hardware-including every button and clasp-is made from post-consumer plastic, in collaboration with recycling studio, Plastify.

We took to the natural beauty of Mandai Wildlife Parks to shoot our look book.

From there, we generated everything that was needed for the campaign and the e-commerce site: Such as, 400 different product shots, How-To videos, functionally-driven stop motion visuals, crafted product descriptions, FAQs, e-mailers and more.

We had 3 releases and our fastest drop sold out in just 6 minutes.

But the best part? 100% of the proceeds goes towards wildlife conservation.

  • Creative Partner, Anak Design Practice: Hanyi Lee

  • Head of Strategy: Valerie Lim

  • Creative Director, The Secret Little Agency: Zara Kok / Art

  • Creative Director, Anak Design Practice: Kit Chua / Copy

  • Design: Sing Hong Goh

  • Motion: Veron Lim / Fahmi Zailani

  • Biz: Rachel Tan / Wei Ren Cheah

  • Production: Juliana Ong / Charmaine Seah-Ong / Brandon Ellison