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Sustainability is more important than ever for companies and at As such, during our design process, we take into consideration the
Love, Bonito, sustainable processes are built into the foundation of torso-to-leg and bust-to-hips ratios.”
their operational model. They are thoughtful in their approach from Song continues by saying they are also really proud of their
the get-go and design apparels that have mileage through quality partnership with Mattel in 2021, where they championed the idea
materials that allow for repeat wear and classic designs that remain of women having limitless potential. Through this partnership, they
timeless and chic. benefitted Room to Read, an organisation that supports gender
To further drive their Environment, Social and Governance (ESG) inequality through education and helped 100 girls in low-income
efforts, they have made their first sustainability hire internally and communities in Asia to stay in high school for a year.
aim to form a sustainability pillar and cross-functional squad to drive “Love, Bonito is grounded by our mission to empower the
ownership across the entire organisation by the end of the year. everyday Asian woman and inspire self-confidence. As part of our
So what does the CEO feel are the key drivers behind the success 12th Anniversary, we announced a global brand refresh and new
of the brand to date? tagline ‘Come Into Your Own’, which is being rolled out across
“The desire to create thoughtful designs with a great Asian fit has multiple online and offline platforms. As we continue to journey
been our guiding principle since day one. Typically, Asian women are alongside our community, we want to continue inspiring women to
more petite and narrower in the waist and hips and have a smaller find strength through adversity, to achieve and realise their fullest
bust and shorter legs compared to the average Western woman. potential,” Song concludes.

Grand Indonesia
Central Jakarta, Indonesia 30 Queen’s Road Central, Hong Kong

30 Queen’s Road Central, Hong Kong