Singapore-based e-commerce platform Smthgood is revolutionizing the way consumers shop for sustainable fashion. Founded by Tony Kianwee Tan in January 2023, Smthgood is the first platform in Asia to incorporate an engagement tool in the form of virtual style boards.

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Smthgood is an app-based platform that allows users to create their own style boards, featuring up to seven products from the platform and other non-Smthgood products. When users first set up their accounts, they go through a quiz that categorizes them under a certain style profile. The app’s fashion AI then leverages on smart tagging to generate optimal results based on the specific profile.

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When other users “like” or purchase a Smthgood product featured on a style board, the creator of the board earns Smthgood coins that can be used for in-app spending.

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The platform is part of a larger movement to make sustainable fashion more accessible and personal. Tan believes that by allowing users to share their fashion styles, the message of sustainability will be more impactful.

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“Smthgood is not about preaching to people to do better but engaging them to do better. The lookbook is for exploring and creating, and when you’re having fun doing it, you get exposed to and learn more about sustainability. Style is also no longer about an entity telling you what’s nice, it’s about doing things with people with similar interests and creating something that reflects who you are.”

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Smthgood is part of a larger movement to make sustainable fashion more accessible and personal. With its innovative virtual style boards, the platform is helping to make sustainable fashion more engaging and inspiring for consumers.


Sources: https://cnaluxury.channelnewsasia.com/people/founder-tony-tan-e-commerce-app-smthgood-236416