‘I Reject Shein, the Fast Fashion Devil’: Embracing Sustainability with Yumika Hoskin

Yumika Hoskin, once an Instagram sensation with over 44,000 followers, captured attention as a television host, actress, and model when she made her way from Australia to Singapore in 2015. Her feed was adorned with glamorous images, showcasing her modeling prowess and event hosting. However, her path took a profound turn when she forsook the superficiality of her online persona and embraced a sustainable lifestyle advocacy.

A Shift Towards Authentic Impact

Yumika's transformation into a sustainability lifestyle influencer was a response to her growing unease over the rampant use of plastic in her surroundings. Her deep dive into sustainable living sparked a passion that drove her to promote environmentally-conscious choices relentlessly.

In 2018, Yumika's passion culminated in the birth of Peco Bags, a brand of reusable bags crafted from recycled polyester. Initially a personal project, Peco Bags rapidly evolved into a thriving business, collaborating with esteemed brands like Bombay Sapphire, Grand Hyatt Singapore, and Mini Eurokars for the launch of an electric vehicle.

No Compromise on Values

Yumika is resolute in her choice of collaborations. Citing Shein, a Chinese fast fashion retailer, as "the devil of fast fashion," she demonstrates her commitment to ethical partnerships. Only brands that align with her values and uphold ethical production practices find a place in her sphere. RELATED TOPICS: SWOT Analysis of Shein

In Conversation with Yumika Hoskin

Connecting with the Audience

Yumika's content strikes a chord by spotlighting green living, conscious products, and her advocacy for sustainability causes. Tips on adopting sustainable lifestyles resonate strongly with her followers. Demonstrating her impact, she finds value in the number of people who save her posts, shifting her success metric from mere likes and views.

Transparency in Collaborations

Yumika's approach to brand collaborations emphasizes authenticity and transparency. While reducing collaborations due to incongruent values, she meticulously evaluates brands for compatibility with her personal life. Her transparent work ethic extends to clear indications of affiliation even in paid advertisements, distinguishing genuine interest from paid promotion.

The Genuine Sustainability Dilemma

Addressing the paradox of influencers promoting consumption, Yumika views sustainability lifestyle influencers as potentially authentic. She upholds her commitment by incorporating vintage fashion into her wardrobe, with 60% being vintage or secondhand. Even influencing a single individual to reevaluate their consumption habits can create meaningful change, according to Yumika's belief.

Paving a Green Path with Peco Bags

Peco Bags' growth over five years surpassed Yumika's initial expectations. Originating as a means to inspire even one person's change in habits, it found resonance in the social media landscape. Peco Bags expanded its reach with partnerships in both China and Nepal, aligning production to cater to the US market.

Sourcing Sustainability

Peco Bags sources materials for their products responsibly. Partnering with Nepalese production companies following World Fair Trade Organisation (WFTO) standards, they provide jobs to underserved communities. The main material, regenerated polyester made from recycled plastic bottles, underscores their commitment to environmentally-friendly production.

Yumika Hoskin's journey from glamor to green serves as an inspirational tale of transformation and authenticity. As an influential advocate for sustainable living, she showcases that even modest changes can pave the way for a more environmentally-conscious world.