As an antidote to overproduction in fashion, the brand has launched “GINLEE MAKE”, a customisation service that lets you design your own pleated bags, pouches and cushion covers. “By introducing this experience, we are realising a more sustainable way of making our products,” shared label co-founder, Gin Lee.

What inspired you to launch GINLEE MAKE?
The idea for “Make In Shop”, which GINLEE MAKE is a part of, was conceived in 2019. We developed the concept because we felt that as a design brand and fashion retailer, we should look ahead into the future and address some of the big issues of the fashion industry in our own way. We also wanted to bring a new way of shopping that aligns with our values, so being able to produce on-demand, on the spot, was an exciting idea for us.

Could you tell us more about the pleating process?
Our Great World City store has a built-in steamer that lets us set the pleats immediately. We designed our products to suit the “last-mile production” in-store. When a customer places their order for a pleated bag, we’ll proceed to make it for her there. They can see it being made and customise their own version of it.

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