agnès b. moves ‘sustainability needle’ to remain a brand of the future

The brand has incorporated sustainability into its DNA since its beginnings and continues to do so today.

With the presence of its physical fashion boutiques and cafés in Hong Kong throughout the years, major fashion brand agnès b. has become a staple within the fashion and lifestyle industry. Whilst the brand has undoubtedly made a name for itself, agnès b. has won the hearts of citizens by incorporating lifestyle into its design and fashion, including stories behind its devoted passion for sustainability.

Sustainability has long been blended into the brand’s DNA, as agnès b.’s long-standing efforts towards sustainability have been led by its founder Agnès Troublè

The brand’s signature snap cardigan excellently demonstrates this idea. The snap cardigan was originally made for women in cotton fleece with a straight cut, rounded collar, and two adjustable side tabs. It was then transformed into different styles for children and men. However modified, the snap cardigan remains timeless and unique.

In Hong Kong, agnès b. continues to organise exhibitions and work with local artists on the products. It also communicates and promotes sustainability in the office and stores on all aspects through initiatives such as using zero plastic in retail packaging, sourcing, and upcycling eco-friendly materials for product manufacturing.

The company believes that Hong Kong is one of the most challenging cities as its customers are very passionate about fashion, and care about the products and the brand as well. At the same time, consumer behaviour also makes it challenging for agnès b. as operations are very fast-paced and business-oriented.

Meanwhile, the brand highlights sustainability through art and culture promotions as well. As an effort to bring that concept to life and to approach younger consumers, agnès b. collaborated with The Mills in December 2022 to build an upcycled Christmas tree as part of its festive campaign.

Named The Dancing Cloak, the upcycled Christmas tree is made with recycled fabrics donated by agnès b. and The Mills and adheres to the principles of “zero waste.” It was done in collaboration with a local design platform and members of the Children’s Cancer Foundation.

Today, agnès b. continues to be more product-focused and places more efforts towards sustainability as it enters the post-pandemic era. 

“On the continuous efforts against global warming, agnes b. has been producing long-lasting products. It’s the style of the brand. As a member of the ‘slow fashion’ industry, we will use our website to promote our philosophy on sustainability in the long run. We also hope consumers in Hong Kong can discover the natural beauty of the city,” the company said.

These efforts have been recognised by the Retail Asia Awards as agnès b. brings home the Apparel Retailer of the Year - Hong Kong category win. The prestigious awards programme gathers the region's best retailers and recognises major breakthroughs, innovations, and key players in the Asia retail industry.