Singapore, 15 November 2024 – A new study from Singapore Management University (SMU) Lien Centre for Social Innovation (LCSI) revealed that sustainable fashion initiatives can improve recipients’ perceived wellbeing, happiness and sense of dignity. Conducted in partnership with UNIQLO, this first-of-its-kind, data-driven study showed tangible boosts in perceived confidence and community support among beneficiaries of UNIQLO’s Neighbours Helping Neighbours (NHN) initiative, laying a firm foundation for scaling this model for social good. NHN was first piloted in Singapore in May 2022 and, to date, UNIQLO has established nine clothing redistribution facilities in Singapore, to redistribute 50,000 preloved clothing items by September 2025. Since May 2022, more than 30,000 pieces of preloved clothing items have been redistributed.
The quantitative findings highlighted specific wellbeing gains for NHN recipients, who reported an improved sense of community support and dignity after receiving the clothes. Almost 9 out of 10 of the respondents indicated higher degrees of happiness while more than half reported a boost in confidence. Findings underscored the wide-reaching implications of clothing support, with 73.2% of respondents feeling less nervous about meeting new people and 48.8% feeling more hopeful about their future. The programmes’ easy accessibility was also largely well-received by the respondents with more than half feeling that they are treated with dignity and respect. (Refer to Annex for more information about survey methodology).
Furthermore, qualitative findings underscored how NHN went beyond basic needs in terms of strengthening beneficiaries’ social networks and sense of support within the community.
“It is heartening to see how corporates are taking their CSR very seriously and making intentional efforts to partner with knowledge partners and social impact consultants like SMU Lien Centre for Social Innovation to ensure the good that is done is strategic, sustainable and quantifiably moves the needle in improving one’s quality of life. We have noticed over the last few years a significant increase in CSR efforts being professionalised which only bodes well for the betterment of society and the environment, overall,” said Mr Steve Loh, Executive Director, Lien Centre for Social Innovation.
Hwee Lee, Senior Sustainability Director at UNIQLO Singapore said, “From this study, we have proof of concept of the Neighbours Helping Neighbours initiative and RE.UNIQLO, with evidence that NHN is operationally scalable to deliver social impact. We see the value of working with customers and like-minded partners to support society through social innovation to enrich the lives of people in Singapore.”
“Our LifeWear concept encompasses a new industry that extends from creating products sustainably to sustaining the value of clothing products that are no longer needed. We engage UNIQLO customers in this process, by developing a closed loop so that we can continue to utilise LifeWear to support a sustainable society. We take responsibility for our clothes by developing innovative reuse, recycle, repair and remake or upcycling services and technologies that give LifeWear a new lease of life. By extending a circular economy for clothing, we seek also to create a more sustainable society through our give-back activities. Neighbours Helping Neighbours is one way we grow and develop our business in unity with society,” she elaborated.
“We hope more retailers and businesses could benefit from this study to see how they might incorporate sustainable practices in their value chain with measurable social impact. We have embarked on a second research with SMU to pursue deeper insights on meeting beneficiaries’ needs through UNIQLO’s clothing support,” she added.
The Future of Sustainable Fashion Initiatives
The success of the NHN project pilot sets the stage for a shift in the clothing industry towards sustainability initiatives that contribute to re-use of quality clothing for longer wear, as well as circularity of materials, while simultaneously providing for those in need in ways that involve local communities.
As consumer awareness and demand for sustainable practices grow, NHN could also act as a blueprint of how organisations might meaningfully combine environmental responsibility with local community needs. The study demonstrated the benefits gained when like-minded stakeholders collaborated for the improvement and growth of the NHN programme.
As NHN receives more support and engagement from other retailers, volunteers and other corporations, the programme has the potential to create even more positive change for its beneficiaries and the wider community.
Excerpts from the Qualitative Interviews
*All qualitative interview quotations have been anonymised in this study
On Happiness – quotes from two NHN beneficiaries
“I’m so happy every time I get to see the clothes for me and my two children – they are also very happy. It’s really a big help and I look forward to going [to the NHN corner] every time.”
“The kids grow up [so fast] and clothes become tight, so this has been very helpful for me and my family’s financial problems... My kids still wear the clothes very often. They love the Marvel Tshirts so much – they are always wearing them.”
On Wellbeing – quote from a partnered social service organisation
“While working with lower-income families who presented with a lack of basic needs, we recognised that clothing is an important aspect of life and community. It gives families assurance, identity and self-worth. When such basic needs come unmet, the families’ needs become more complex and entrenched, affecting not only their physical well-being but also their emotional and psychological state.
Clothing helps people [feel like they] belong. [It helps them] gain acceptance, feel confident, and [motivates them to] strive for more. People generally like to feel like they fit in, be it at their workplace, during festive occasions, or day-to-day activities. The clothing offered helps them be part of their community.”
On Dignity (community support) – quote from beneficiary
“I don't want them to have too much clothing, because after a while you end up having too much and will start to think that you want to throw them away... so I tell my kids that whatever clothes they do not want or they think their friends would like, they can always share with them. They will be able to receive more clothes in the future, so they can give them away…
It’s really about sharing – the clothes are something that they got from sharing, so they feel like to share with somebody else shouldn't be any problem. So this is very impactful.”