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Hong Leong Bank aims to empower single mums with denim campaign

Hong Leong Bank (HLB) hopes to empower single and underprivileged mothers through its CSR campaign titled “HLB Jump Start Demi Kita”, which encourages consumers to donate their unused denim and jeans.

Thereafter, SURI, a denim upcycling organisation, will turn the clothing into fashionable handbags, backpacks, totes and household items. The organisation was founded by single mother Sally Ahmad to provide financial opportunity and living skills for single and underprivileged mothers in her hometown in Klang, as well as protect the environment through upcycling.

Meanwhile, HLB also enlisted the help of Naga DDB Tribal and local designer group Tarik Jeans to assist SURI with its marketing, branding and product design needs.

Group managing director and CEO of HLB, Domenic Fuda, said the campaign will support SURI to meet its social objectives by helping them to run a viable long-term business. He added that while many social enterprises set up businesses with the “noble intention” of improving social conditions, many fail because they lack the right business acumen and tools.

“As a bank with a strong entrepreneur spirit, we have the business and financial know-how, the network, the entrepreneurial acumen, the digital platforms, the products and services, as well as the drive to help these social enterprises to be sustainable for the long term so that they can support the social issues that mean so much to the community,” he said.

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