Tengku Chanela Jamidah of ULTRA

Tengku Chanela JamidahTengku Chanela Jamidah is a familiar figure in Malaysia. Together with friend and partner, Anita Hawkins, Jamidah co-founded "WE ARE ULTRA" - a collective of designers, thinkers and makers all grounded in the consciousness of their actions. The collective was started by Tengku Chanela Jamidah and Anita Hawkins in 2009 as a way to get the word out about sustainable living in Asia.

With a strong mission for sustainability, the label employs and maintains close working relationships with artisans to to pioneer innovative designs using materials such as Tencel, bamboo, soy fibre, organic cotton and recycled polyester, chiffon and Georgette, and even freshwater salmon skin, all of which they try to source from within the Asian region. They are also looking into sources for natural dyes

using herbs and other plants. Customers are encouraged to return their old garments for recycling.

“We wanted to change people’s perception of eco-fashion, from tree-hugger styles into more modern, ready-to-wear contemporary kind of feel,” said Chanela.

“The current state of the fashion industry is not a sustainable one. It is largely about trends, looks and excessive consumption. But there are those who do take a sustainable mindset, using better materials
and better applications. In time, resources and demands on operation methods will change the direction of the industry.

“We are at the beginning of a change, large markets are demanding more ethical products and even legendary designers are looking at using better materials. It’s a matter of time and shifting perspectives.