As environmental pressures mount due to the widespread use of disposable materials, the need for innovative ways to use recycled materials has never been greater. One Hong Kong brand that has responded to this demand is Moral, a designer and manufacturer of leisure bags and backpacks made from materials that are up to 80% recycled or upcycled, mostly from plastic bottles. Combined with an affordable pricing strategy and convenient distribution network, the brand is showing how using recycled materials can be both effective and profitable.
Embracing ESG
The brand’s origins date back to around 2008 when the firm received its first orders for backpacks, according to CEO Terence Zhen. Under cost pressures from the foreign client, many of the company’s original design ideas had to be shelved, prompting Terence to consider setting up an independent brand.
The cost savings achieved from bypassing third-party distribution channels were re-invested into enhancing product design and functionality. For example, the designers added internal compartments to store laptops and strengthened the shoulder straps for added durability.
Apart from using eco-friendly or recycled materials, the brand has taken an extra step by embracing ethical procurement principles and committing to fair wages throughout its supply chain.
Functional, sustainable
The brand officially launched in 2018, offering products that blend style, functionality and environmental consciousness. More than 10 product lines are currently offered including backpacks, crossbody bags, and shoulder bags, all featuring numerous pockets and compartments and made from abrasion-resistant and stain-proof materials. Most bags feature a host of functional elements, such as water-resistance and protection from radio frequency tracking. Some bags embody more than 150 production steps!
As befits a Hong Kong company, the brand maintains strong local roots while staying attuned to international trends. Environmental design concepts and techniques from Australian staff are combined with the Hong Kong team’s deep expertise in textiles and materials, while production takes place in the mainland.
Further afield, the brand has sales outlets in Singapore and Taiwan, and has teamed up with the Tara Ocean Foundation, a French scientific organisation dedicated to protecting biodiversity and researching the impact of climate change. A portion of sales from its TARA X MORAL bag collection is donated to support the foundation’s marine research and conservation efforts.
Market strategies
For over 20 years, Moral has participated in the Hong Kong Gifts and Premiums Fair, initially as an outsourcing contractor and later under its own brand. According to Terence, such fairs provide an excellent platform for product demonstration and brand promotion, helping them to reach overseas clients and understand consumer preferences. He revealed that since launching its own brand, the company’s overseas revenue has grown more than tenfold.
Moral’s products have been well-received in Singapore where consumers show a taste for products that combine fashionable design with functions suiting local conditions, such as UV-resistance. Markets with a high environmental awareness such as Japan, Taiwan and the UK are also on the horizon. To address potential disruptions from the trade war, the brand is contemplating relocating its production bases to ASEAN countries and/or the Middle East, while also improving production processes to reduce costs.
The Hong Kong Gifts and Premium Fair will run from 27 to 30 April at the Hong Kong Convention and Exhibition Centre showcasing a wide variety of products from exhibitors across the world. Buyers can take advantage of abundant sourcing opportunities across multiple lifestyle product fairs, including Fashion InStyle, Home InStyle, International Printing & Packaging Fair and Deluxe PrintPack Hong Kong, all held from 27 to 30 April.
