The Rise Of Eco Brands: Hong Kong’s Best Ethical Fashion & Lifestyle Brands

4 Mins Read

As our precious planet grapples with the existential threat of climate change and environmental decay, the silver lining in this rather gloomy outlook lies in our future: the millennial generation. Contrary to preconceived notions that millennials are lazy, selfish and self-entitled, research has shown that this cohort are more aware of responsible consumption and want to shop for ethical brands with environmental purpose. As this Markting Week piece points out, “customers are making the transition from intention to action.” The power of the purse (or wallet) is a strong vote with each purchase you make. By wielding their spending power wisely, millennials are collectively turning the spotlight on ethical businesses. Take a look at Hong Kong’s best eco-conscious companies, and vote for a better world when you shop!

Wathaa Swim TrunksWathaa!

Beachwear for men, women and children, Wathaa’s entire product line is made from 100% recycled plastic. Believing in the need to create products that will benefit our planet first and foremost, founder (and longtime apparel product manager) Arienne Rossi decided to combine her love for fashion and sustainability to create a swim line with the sole purpose of reducing existing plastic waste. Rossi intentionally chose swimwear because the main materials in most bathing suits are made out of polymers, which can be replaced with recycled plastic. Wathaa! is based in Hong Kong, though the fabric is made in Italy and the recycled polyester yarn is made in the US. Their stitching factory, located in South China, has a commendable ethical labor philosophy: all 300 employees are provided with housing, working hours are commensurate with European standards, a staff canteen operates three times a day to offer free meals for all workers, and their entire setup is certified by BSCI, the social compliance standard.

Find them online here


good ‘hoods

A local online shop offering organic cotton kids tees, good ‘hoods is great eco option when you need some awesome tees. Founded by Aimee Jefferson, the company uses regional manufacturers and local printers in Hong Kong to support other small businesses and all the tees are certified Fair Trade Hong Kong and GOTS (a global organic cotton ecolabel). A portion of their proceeds from each purchase goes to local charity Enrich, an NGO that supports migrant workers by assisting them with financial literacy. Fully transparent to the public, good ‘hoods acknowledges that while their garment suppliers are not local, it does come from a small community of farmers in China, keeping in line with their sustainability ethos.

Find them online here

Paper Shades

Paper Shades

Created by brother-sister tag team James and Madi Chu, Paper Shades are sunglasses made from recycled paper. Disappointed at the amount of waste created in product development and production, James used his knowledge in the design industry to create a sustainable product that was fun and functional and perfect for corporate event giveaways. Available in six designs, the shades are made from sturdy, durable re-used paper to leave the most minimal of carbon footprints, while the lenses provide UV400 protection.

Find them online here



A local activewear brand with fun, colorful prints, RUMI X has a seriously inspirational mission: to create eco-conscious apparel designed to make you feel good. Their bottoms are made from recycled plastic bottles while tops are made from used coffee grounds. Committed to protecting the environment, creator Melissa Chu was set on driving her brand to be functional and fashionable- find out more in her Green Queen interview.

Find them online here Shoes

More than an eco apparel brand,, located in Tai O, is putting their philosophies of the fair trade movement into every day practice. Collaborating with several South East Asian organizations in their manufacturing and production process, strives to use eco-friendly materials like hemp, bamboo, recycled tires and banana tree fibers. In addition, the company has partnered with World Vision International to sponsor children from developing countries to support them throughout their childhood: has made it their mission to maintain this promise to these children, regardless of their profit margins.

Find them online here

Holenga Products


Based in Hong Kong, Holenga creates eco-conscious and cruelty-free lifestyle accessories. Doing their part to protect the environment, the company prints-to-order as customers purchase their wares to curb waste. Their award-winning signature ECO Can Plus is biodegradable and heat resistant, made of corn with zero plastic!

Find them online here

Photos courtesy of Paper Shades (lead), Wathaa, good ‘hoods, RUMI X,, and Holenga. 


  • Jenny Star Lor

    Jenny Star Lor is Green Queen’s resident eco wellness writer. She is passionate about reducing her carbon footprint, loves all things fitness and enjoys tasting her way through Hong Kong’s veggie dining options. Originally from Los Angeles, she now calls Hong Kong home. Previously, she wrote and reported for global publications such as The Hollywood Reporter and US Weekly. She is also a passionate pole dancer and teaches classes across Hong Kong.

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