Zero Waste Lifestyle and Sustainable Fashion Advocate & Activist – PR & Marketing for Planet Earth, Marketing AD for Zero Waste SG
A self-confessed shopaholic, hoarder, collector, and a well-organized one, Jasmine Tuan, a multidisciplinary creative brand consultant, who loves fashion and traveling, downsized her life from a walk-in wardrobe to a single rack in 2015 and committed to buy nothing new in 2018.
No stranger to the fashion, music, and creative scene in Singapore, Jasmine used to work for the best club in Singapore (Zouk), co-owned cult fashion label (FruFru & Tigerlily), and co-founded concept retail store ‘Blackmarket’ housing the best of Asia fashion, design, and art (Nov 2008 – Aug 2013). After a series of unfortunate events including a near death experience and the closure of her 5 years retail business, Jasmine began questioning her true purpose in life. She had a strong desire to change. In 2015, Jasmine was offered an opportunity to live and work in Malaysia. It was then she had to downsize her life from a walk-in wardrobe to a single rack. Jasmine left Singapore feeling light and free. However, the currency exchange got her excited about shopping again and the vicious cycle returned. Location changed, but she was still the same.
At the end of 2017, Jasmine met Zero Waste Malaysia NGO and realized she could do much more than just recycling. Inspired, Jasmine radically changed her lifestyle in 2018 by applying the 5Rs principles in this sequence daily: Refuse, Reduce, Reuse, Recycle, Rot. She added ‘Rethink’ in front as she believes everything starts from the head. At the same time, Jasmine committed to zero shopping on new fashion items, especially from fast fashion brands. In September 2019, she revived the brand ‘Blackmarket’ as a preloved store at the revamped REX cinema in Kuala Lumpur, Malaysia. Jasmine moved back to Singapore at the end of February 2020, started My Zero Waste Wardrobe, and later joined forces with Cloop with the mission to close the fashion loop by collecting, curating, and circulating good fashion pieces within the community through Fashion Swap! pop ups and Singapore’s first ever Open Wardrobe – a communal walk-in wardrobe based on a trust system. Through this initiative, Jasmine hopes to encourage fashion lovers to swap before shop and buy second hand first.
In June 2021, Jasmine joined charity NGO Zero Waste Singapore. Through her Marketing AD role, she hopes to move Singapore towards becoming a Zero Waste nation, through advocacy and education.
It’s never easy going against the tide, but it’s been liberating and exciting for Jasmine to exercise her creativity to a whole new level. She discovers more Rs along the way, and wants to dedicate this site to share her learnings to help others to embark on their own zero waste journey, one R at a time.
Smiles Like Green Spirit
*R rated content – Road to Zero Waste Nirvana – Get ready for enlightenment – Namaste.
View recent Media Coverage
Happiness delivered directly to your inbox.