Female Founders In Fashion Sustainability, KWM & WILHK Post Event

by HULA , November 1, 2019
Kayla Wong of Basics For Basics, Sarah Fung of HULA and Aila Pernambuco of AP Cult

Thank you to those who came to the event this week where moderator Yvonne Ngai, COO of King & Woods Mallesons, chatted in-depth to three ‘Female Founders in Fashion Sustainability’ featuring panelists; Kayla Wong of Basics For Basics, Aila Pernambuco from AP Cult and our founder Sarah Fung. This was a closed event, kindly sponsored by King & Woods Mallesons and Women In Law HK.

All three founders and businesses came from very different point of views; 

Basics for Basics is an ethical fashion brand whose main focus is to find the best solutions in lowering our carbon footprint, mainly using surplus fabrics, organic cotton and other sustainable materials, founded by Kayla WongAP Cult creates accessories using sustainable materials and natural stones and each piece is crafted to bring awareness to environmental and social issues, founded by Aila Pernambuco. Whilst us at HULA are pioneering the circular economy in Hong Kong by selling pre-owned designer womenswear and preventing these items from going into landfills.

Kayla mentioned one of her challenges was that people might question the higher value of their products compared to fast fashion as they are basics, but what people need to remember is that Basics For Basics will most likely last many more ‘wears’ than something from the high street. Consumers should also consider that the item might be unethically manufactured when buying a cheap item and that someone down the line is probably paying for it in some way.

Aila mentioned how she makes sure all her stones and materials are produced and purchased from the most ethical sources and she would never compromise on this, regardless of price. It is not about never consuming anything ever again, but about being more conscious about the way you consume – much like how a lot of us have cut back eating meat nowadays – the same ethos should also be applied to making better decisions with your purchases.


Sarah mentioned that buying designer products pre-owned meant the pieces could stay in the ‘circle’ longer (ie you could resell it afterwards) because of its quality and brand value. The challenge HULA faced was the traditional mindset in Asia of buying pre-owned, as it was historically collected from those who had passed away, so the clothes felt ‘unlucky’ so to speak. Sarah talked about an event hosted by HULA last year called ‘Get Lucky with HULA’ featuring four ‘lucky’ influencers’ clothing for sale and asked – if you can get bad luck then why not good luck?!

Some of the general takeaways was to do something, even if it was small versus doing nothing at all; to think before you buy; to be more inquisitive and do your own research on the brand and lastly that your wallet casts the biggest vote on how you want the world to be and what brands you want to see in the future – so vote / spend wisely!