Malaysia Airlines’ Enrich soars into the world of fashion
Enrich, Malaysia Airlines’ travel and lifestyle loyalty program, has teamed up with Kapten Batik, a local fashion brand, to create a “timeless” and eco-friendly capsule collection of fashion apparel and lifestyle pieces .
The collection was officially launched today at The Curve’s Kapten Batik lifestyle boutique by His Royal Highness Tengku Datin Paduka Setia Zatashah Sultan Sharafuddin Idris Shah, an environmental and social activist.
The limited-edition collection features six handcrafted garments and accessories, including men’s and juniors’ slim fit shirts, women’s Egyptian dress, lunch bag, tote bag and face mask.
The fabric in the collection is made from sustainable materials and is hand dyed with natural colors on GOTS (Global Organic Textile Standard) certified 100% organic batiste. The traditional hand block technique is used to print the modern Enrich x Kapten Batik design.
The entire collection can only be purchased through the airline’s flagship online store, Temptations, or at participating stores such as Kapten Batik’s Publika flagship store, BSC lifestyle store, The Curve and Gurney Paragon Mall.
Speaking about the collection, Malaysia Airlines Group Head of Marketing and Customer Experience Lau Yin May said, “As we continually engage in the lifestyle segments, Enrich has once again partnered to Kapten Batik to offer a comprehensive collection of timeless, vibrant pieces suitable for adults and children alike. Designed with sustainability in mind, the range is both on-trend and eco-friendly, which resonates well with consumers. today’s consumers looking to play their part in a larger cause,”
“As the national carrier’s travel and lifestyle loyalty program, this move by Enrich bodes well with Malaysia Aviation Group’s (MAG) broader commitment to a sustainable future, as we continue to make conscious efforts to minimize environmental impacts within our traveler ecosystem,” she added.
The collection continues the ongoing partnership between Enrich and Kapten Batik, which began with the co-branded face mask in March 2021.
Meanwhile, on a larger scale, Malaysia Airlines also partnered with the Malaysian Football League (MFL) in March 2021 to create a sense of collective national identity and unity through the country’s number one sport.
The agreement, according to MAB, aims to provide delegates attending local MFL professional events, including Liga Super, Liga Premier, Piala Malaysia, Piala FA and Piala Sumbangsih, with safe and hassle-free air travel.
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