Tony Tan’s e-commerce app Smthgood uses virtual style boards to spark eco-conscious conversations among consumers and fashion brands.
and human behaviour, Tan had always wanted to launch a venture where profit and purpose went hand in hand. Explaining his choice, he shared: “Fashion, especially female fashion, has a market potential where the law of numbers is something I cannot ignore; the breadth and depth is there. Critically, there is significant white space to collectively make better choices and to do better.”
Tan also noted a rising trend in conscious spending. Citing Bain & Company’s 2022 SYNC Southeast Asia digital consumer report, he discovered that 60 per cent of Southeast Asian consumers are discovery-led when they do online shopping, with social media accounting for nearly half of the discovery process.
On the business front, Tan wants to add value to small and medium-sized enterprises and creative communities who are focused on positive impact. The app currently has 60 brands from countries such as Thailand, Indonesia, Australia and Singapore. Some benefit special needs children like Thailand’s Heartist; while others like Singapore’s Lefko as well as Restore, Indonesia’s Tulle & Batiste and Hong Kong’s Rou So employ local artisans to create pieces from ethically made or upcycled textiles.
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