Natural Witree is a Hong Kong handmade accessory brand that has continually featured sustainable and affordable handmade fashion accessories. Natural Witree implies “Natural Witchery” plus “Tree,” the brand believe in the natural ability of human and the power of nature.

DIPLOMA PROJECT - NATURAL WITREE

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About Natural Witree

Natural Witree is a Hong Kong handmade accessory brand that has continually featured sustainable and affordable handmade fashion accessories. Product quality designs are handmade in the form of choker, bracelets, and earrings. The brand launched the first collection MORI in June 2018, a line of accessories using materials of natural corkwood with iron and 925 silver.

Natural Witree implies “Natural Witchery” plus “Tree,” the brand believes in the natural ability of human and the power of nature. Aim to create a better future for human next generation, the brand pays attention to sustainable fashion. A philosophy theory design by founder, putting the “4Rs” into the “Guilt-Free consumption”, the clear guideline help people to understand Natural Witree.

The brand concept was inspired by one conversation of the founder Grace Luk with her mother. Grace had questions about her skin problem. Her mother told her to put less makeup and skincare at a younger age is the way to have perfect skin as her mother didn’t have many advanced technological makeup products in their generation. It leads Grace to question why to do people constantly pursuit technological products. While people are enjoying the convenience of development, we seem to forget or ignored what we sacrificed. Grace believed that everyone has natural power but people always purchase a better future by developing technology. Animals were born knowing how to make good use of nature. The power of life is incredible.

Natural Power, Eternal Shine.

Natural Witree advocates a positive attitude to sustainable design. Aiming to redefine the image of the fashion industry, the brand work hard in the creativity of environmental protection, not just being charming but also following the fads and trends. Producing products without science and technology, in the meantime using different ways of environment-friendly.

During the production process, designers act in different ways: Fabric zero-waste cutting to reduce waste, never cropping curve and utilising every part of the fabric. Select eco fabrics and natural dyes, against the use of chemical machining.

Philosophy values & ethics

GUILT-FREE CONSUMPTION
REUSE
RECYCLE
REPLACE
RESPECT

Aim to create a better future for our next generation, Natural Witree promise produces sustainable product through 4Rs:

Reuse – Collect fabrics for a new design, extend the garment life cycle.
Recycle – Use recycled fabrics for product creation to support sustainable

fashion.

Respect – By respecting the environment the brand uses natural fibres and sustainable materials. By respecting animals, the brand avoids rejecting all fur and leather. By respecting human, never give pressure to the supply chain and only work with reputable manufacturers in the industry, providing superior quality products and performing unparalleled ethical business practices.

Replace – Use eco fabrics such as Tyvek, TPU and organic cotton to replace manmade fibres.

HONG KONG MARKET

As an international city and multicultural society, people in Hong Kong have highly ability of accepting new brand. Many fashion brands hope to locate at Hong Kong because of the customer, they are high education and have stable income to understand the pholsosph of the brand. Customers are initiative to follow the trend and also enjoy the consumption. Hong Kong is an entreport that handles a large volume of re-exports, with low tax rates and high accessibility, nice place of building the brand arewareness.

The consumption behaviour shows that Hong Kong people not only love luxury brands but also support local culture and creativity designs. There is a creative centre of art creation in Central which is PMQ, many design studios, and creative shops inside to gathering more than 100 brands. There are also restaurants, exhibitions and event facilities. People go there for photo shooting because of the interior design.