Smthfood founder Tony K Tan promotes conscious fashion through a social commerce platform


Like most of us, Tony K Tan used the pandemic as an opportunity to reflect on his life. As an experienced investment banker who had wanted to pursue postgraduate studies in social entrepreneurship, he found himself contemplating the human psyche “to do something better”. This led him to Smthgood (short for “something good”).

“Conscious fashion offers a more ethical and sustainable alternative to the negative social and environmental impacts of fast fashion,” he observes.

Smthgood is a profit-for-purpose social commerce platform that helps users look good, do good, and feel good. It features apparel and accessories from small- to medium-sized conscious fashion brands from across the Asia-Pacific. To make the experience more inspiring, Smthgood has a Lookbook Styling Tool, which enables users to create different #ootds with their favourite products and share these styling ideas.

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