Enrich Launches Exclusive Sustainable Fashion Collection in Partnership with Kapten Batik and Alunan Coral Project to Support Coral Reef Restoration

KLIA, 23 December 2024 – Enrich, the travel and lifestyle loyalty programme of Malaysia Airlines, has joined forces with Kapten Batik and the Alunan Coral Project to launch an exclusive sustainable capsule collection. This eco-friendly line of fashion and lifestyle pieces draws inspiration from the Montipora foliosa and stylophora coral species, reflecting a shared commitment to environmental conservation and marine restoration.

Coral reefs are becoming increasingly endangered as climate change and pollution continue to cause their rapid decline. For local communities that rely on fishing and tourism for income, maintaining a healthy marine environment is essential. Coral reefs also play a vital role as a natural barrier against coastal erosion. In partnership with this initiative, the collection aims to share that vision and raise awareness.

The collection is crafted with conservation at its core, featuring eco-certified materials such as GOTS-certified organic cotton for men’s shirt, women’s Egypt dress and tote bag, as well as Repreve fabric made from recycled plastic bottles for swim shorts and rash guard. Designed to support ocean health and combat climate change, the collection combines sustainability with functionality. For every item purchased, a baby coral will be planted at the Alunan Coral Project reef nursery located in Perhentian Island, contributing directly to rebuilding marine ecosystems.

In addition to the co-branded offerings, Enrich members can also earn 1 Enrich Point for every RM4 spent on the collection. Members can also redeem as low as 7,920 Enrich Points from the collection.

Speaking about the collection, Philip See, Group Chief Sustainability Officer of Malaysia Aviation Group cum Chief Executive Officer (CEO) of Loyalty & Travel Services, said, “This collaboration underscores MAG’s unwavering commitment to sustainability and community empowerment. By joining forces with Kapten Batik and Alunan Coral Project, we are driving impactful change through initiatives that restore ecosystems and promote sustainability. It is partnerships like these that fuels MAG’s ‘Sustainable Tomorrow’ vision to life, paving the way in protecting marine life for future generations.”

Kapten Batik leads with a commitment to sustainability, integrating eco-certified materials and supporting marine conservation efforts with compelling designs, encouraging consumers to “wear purpose, inspire change.”

Meanwhile, the Alunan Coral Project, recognised as a Strategic Conservation Partner by Malaysia’s Department of Fisheries, has been instrumental in advancing marine conservation through collaborative efforts involving long-term collaboration among multiple stakeholders. This partnership enables us to effectively connect Kapten Batik and Enrich’s customer base with initiatives in coral reef restoration, marine education, and involvement with the local community of Perhentian Island.

The full collection is now available for purchase exclusively through Journify – Airlines Exclusives, Kapten Batik’s online and select outlets, as well as the Alunan Resort store.

Download the Malaysia Airlines’ app to get the latest promotions on privilege discounts, earning and redeeming Enrich Points, conveniently at your fingertips anytime and anywhere! Not an Enrich member yet? Sign up today on the Enrich website to get a welcome rewards of 500 Enrich Points upon first flight activity with Malaysia Airlines or Firefly plus exclusive privilege discounts from our lifestyle partners.