MCM creates capsule with Mirum leather alternative

German luxury brand MCM has introduced a new capsule collection using an all-natural leather alternative material, marking a major step forward in its eco-conscious luxury strategy.

The Mirum Capsule Collection is the result of a two-year creative design process that sees the brand’s Himmel Shopper reimagined with an advanced leather alternative that is consciously crafted from all-natural materials to ensure a lower carbon footprint than animal and synthetic leather.

MCM Mirum Capsule Collection - Himmel Shopper

As it launched the collection on 4 November, MCM said: “Traditional leather alternatives are heavily reliant on fossil-fuel derived synthetics, which do not biodegrade and contribute to the global plastic issue. That’s why we are proud to partner with NFW to introduce Mirum alternative leather into the design and manufacture of our products. As a naturally circular, scalable, 100% plastic and water-free material, Mirum is an incredibly exciting resource for us.”

Every year, the fashion industry uses a massive amount of oil, to the tune of 342 million barrels according to a 2017 Ellen MacArthur Foundation study, to produce synthetic materials for use in apparel and accessories. MCM is committed to meeting aggressive sustainability goals and a big part of this is re-thinking the materials it works with.

Mirum is consciously crafted in the US by the pioneering biomaterials company NFW, which uses natural ingredients including rubber, agricultural waste fibres, and plant-based oils, pigments and minerals. As well as being durable, Mirum has a dramatically lower carbon footprint than conventional leather and synthetic alternatives, according to MCM.

The MCM Mirum Capsule Collection comprises two sizes of the Himmel Shopper, crafted from the naturally luxurious, 100% plant-based and recyclable material. The company hopes to include Mirum in more future releases.

The new collection coincides with the publication of MCM’s annual Sustainability Report which shows how the company has reduced its emissions, used more sustainable materials, expanded its upcycling programme, and assisted good causes locally and internationally.

“Our targets are grounded in climate science, guided by the Science Based Targets initiative (SBTi). This objective is at the core of MCM’s strategic planning, and we are committed to producing products that help, not harm. We’re proud of how far we’ve come, and we plan to go even further,” the company said.

Suntory unveils experiential shop-in-shop in Changi T4

Suntory has partnered with Changi Airport Group and Lotte Duty Free Singapore to open a new experiential shop-in-shop boutique at Singapore Changi Airport T4.

The 30 sq m store opening follows Suntory’s first ever shop-in-shop boutique in the travel retail channel, which made its debut earlier this year in Lotte Duty Free’s refurbished central duplex store in Changi T3.

Suntory's shop-in-shop at Singapore Changi T4

Inspired by the beauty of Japan’s natural world and elevated by Japanese craftsmanship, the new shop-in-shop invites travellers on an experiential sensory journey, seeking to foster a deep and lasting connection with the brand.

It showcases the full range of exceptional whiskies from Yamazaki, Hakushu and Hibiki, complemented by a strong focus on other Suntory craft spirits such as AO, Toki, Roku Gin and Haku Vodka.

Embodying Suntory’s signature aesthetic, the Changi boutique incorporates dynamic designs, including large display screens to attract footfall from afar. These screens project different seasons within nature, to evoke the changing natural environment that surrounds the birthplace of different Suntory spirits.

Immersive branded discovery stations featuring interactive screens invite travellers to embark on a journey of digital discovery, enhanced by a mobile tasting table where visitors can sample a selection of craft spirits.

“Travel retail is a vital brand-building channel for the group,” noted Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham. “I am delighted to further expand our presence at such a key airport location, in partnership with Changi Airport Group and Lotte Duty Free.”

Gandham continued: “This beautiful boutique is another perfect showcase for The House of Suntory’s exceptional portfolio of spirits, and exemplifies our commitment to delivering high quality innovation and rich experiences for our customers.”

Lotte Duty Free Singapore Managing Director Jeff Jeong Soongyu commented: “The high-end Japanese whisky category continues to perform positively, and this new shop-in-shop boutique will allow Lotte to further strengthen its offering and leverage demand.

“We understand that our discerning customers seek innovation and memorable experiences when they travel. This specialised boutique diversifies Lotte’s product selection and enhances the premium shopping journey for travellers."