Through Pomelo’s “Share The Style” campaign, Rantai Tekstil Lestari helps connect brand commitment with circular textile solutions, turning public participation into a practical step toward more responsible fashion.
On 6 June 2026, Pomelo Indonesia launched “Share The Style”, a sustainability campaign introduced during its “9 to Verse” in-store fashion show at Pomelo Central Park, Jakarta. The event marked the launch of Pomelo’s latest Verse Collection, a premium workwear line designed for modern women as they move through professional, daily, and social moments in their lives.
Collaboration for Circular Solution
Beyond the fashion presentation, the event also became an entry point for a broader conversation: how can fashion brands, customers, communities, and circular solution providers work together to extend the life of clothing?
Through Share The Style, Pomelo introduced a sustainability campaign with two main pillars. The Environmental Pillar focuses on recycling in collaboration with Rantai Tekstil Lestari Indonesia, while the Social Pillar focuses on clothing reuse together with Cinta Laura Foundation.
For Rantai Tekstil Lestari, this collaboration reflects the role of a multi-stakeholder platform: connecting needs with solutions. In this initiative, RTL helped connect Pomelo Indonesia with The New Factory, an RTL member working in textile upcycling. Through this connection, collected post-consumer clothing can be directed into a circular pathway and transformed into new products with added value, including bags, laptop sleeves, book covers, and cup sleeves.
The Impact Created
The public response showed promising momentum. Within one month, the movement collected more than 431 kilograms of used clothing, surpassing the monthly target and reaching 216% of the initial goal. According to Pomelo’s release, this early CSR initiative from PT Kurnia Ciptamoda Gemilang demonstrates active public participation in supporting a more responsible future for the fashion industry.
This achievement is not only about the volume of clothes collected. It also shows that many consumers are willing to take part when there is a clear and accessible channel for action. Clothing donation programs can become more meaningful when they are connected to partners who can manage the next stage responsibly, whether through reuse, recycling, or upcycling.
The initiative also highlights an important lesson for Indonesia’s textile and fashion ecosystem: circularity requires connection. Brands need credible pathways to manage post-consumer products. Upcycling and recycling actors need access to materials and collaboration opportunities. Communities and customers need simple ways to participate. Platform organizations like RTL can help bridge these different actors so that sustainability commitments can move closer to implementation.
What It Meant for US
As part of the campaign, Cinta Laura also joined the “9 to Verse” event to share her perspective on the importance of extending the life cycle of clothing and raising public awareness about fashion sustainability.
Through this collaboration, Share The Style becomes more than a donation campaign. It is a small but concrete example of how the fashion ecosystem can work together: from brand initiative, public participation, community engagement, to circular textile processing.
For RTL, this is the kind of collaboration that needs to grow in Indonesia: practical, connected, and grounded in shared responsibility across the value chain.
About the Partners
Rantai Tekstil Lestari
Rantai Tekstil Lestari is a multi-stakeholder platform that supports the transition toward a more sustainable and circular textile and fashion ecosystem in Indonesia. RTL works by connecting industry actors, brands, solution providers, associations, government, academia, communities, and other partners to encourage practical collaboration across the value chain.
Pomelo and PT Kurnia Ciptamoda Gemilang
Pomelo is a fashion brand under PT Kurnia Ciptamoda Gemilang. Pomelo is one of Southeast Asia’s leading fashion platforms and has consistently introduced new collections since 2013. Together with PT KCG, Pomelo is committed to providing inclusive fashion access, integrated omnichannel shopping experiences, and responsible retail movements with environmental and social impact in Indonesia.
The New Factory (TNF) is a worker-owned cooperative founded in Bandung in late 2022 by former garment workers. Built on ethical labor, environmental responsibility, and economic resilience, TNF develops circular fashion solutions by transforming discarded textiles and post-consumer materials into upcycled products such as corporate merchandise and COPPO, panel board from mixed textile waste, while ensuring that the value created is shared more fairly with the people involved in production.
Cinta Laura Foundation, also known through the Act of Love movement, is a social foundation established by actress and philanthropist Cinta Laura Kiehl. The foundation focuses on education, women’s empowerment, and environmental awareness, including through its flagship program Tuntaskan Mimpimu, which provides scholarship support, mentoring, and development opportunities for high-achieving students facing financial barriers.
