Kee Hua Chee Live!: KEITH KEE'S ECO-FRIENDLY, BIO-DEGRADABLE AND GREEN FASHION COLLECTION

KEE@FSWMAG.COM

This creative design using non-couture materials is for those who think fashion is rubbish!

KEITH KEE USUALLY USES FINE FABRICS FOR HIS COSTLY COUTURE AS EXPENSIVE TEXTILES ARE MANDATORY WHEN IT COMES TO HIGH FASHION. GOD FORBID ANY COUTURIER SHOULD USE POLYESTER, CHEESECLOTH OR GUNNY SACK MATERIAL FOR THE PRICES THEY CHARGE.

So it was extremely nice and amusing to see Keith Kee use what is considered 'garbage' materials for his couture collection last March!

However I must put on record this was a one-off show and Keith Kee did not expect to sell the dresses made of ribbons, tapes and plastic sheets normally dumped in landfills and garbage mountains!

This was a special fashion collaboration between Keith Kee and SB Group, Malaysia's Number 1 producer of adhesive tape! So it was a case of recycled, green and eco-friendly fashion that promoted creativity and disposability.

I doubt Keith Kee will use adhesive tapes, ribbons and plastic sheets in his mainstream collection but it is good to know fashion comes in many guises and the most mundane and unglam materials can be magically transformed into wearable works of art!

RENOWNED MALAYSIAN FASHION DESIGNER KEITH KEE SHOWCASES GREEN FASHION SHOW

AT SB GROUP’S 35^TH YEAR ANNIVERSARY GALA CELEBRATION NIGHT WITH

“BACK TO NATURE, LIVE GREEN BROADWAY”!

Renowned Malaysian fashion designer Keith Kee showcased his outstanding creativity with an extraordinary collection of dresses made from eco tape products, ribbons and bio-degradable OPP tapes. These are the world’s first such tapes by SB Group, Malaysia’s No.1 adhesive tape producer. The Go Green Fashion Show was presented exclusively with a focus towards SB Group’s environmental friendly tapes as the objective. These bio-degradable OPP Tapes are made from bio-degradable BOPP Film and Organic Emulsion Acrylic Adhesive able to disintegrate in landfills.

Used to create stunning outfits in Keith Kee’s fashion show, these eco tapes included Masking Tapes, Painter Masker and Printed OPP Tapes. The aluminum foil tapes, gift-tie Ribbons, Cloth tapes, Gaffer Tapes are some of SB Group’s standard products that were creatively combined and used by Keith Kee Couture in his flamboyant designs.

“We thank Keith Kee for taking up our offer and carrying it out with his “nothing is impossible” spirit where his artistic flair transformed the use of our tapes and ribbons into real fashion! What a “Malaysia Boleh” story for everyone. We must share this to the world!” said Faith Toh, the Executive Director of Sweet Tape Enterprise, the manufacturing arm of SB Group.

Ten creative designs were presented in different colors in a Broadway styled runway fashion show, each showcasing the bio-degradable tapes. Accompanied with artistic make-up and rock music, the futuristic fashion show was a night to remember.

A home-grown Malaysian company, with an extensive global presence in 40 countries, SB Group celebrated its 35^th Anniversary with their international partners, associates and staff with a grand gala dinner themed “Back To Nature, Live Green Broadway”.

The launch ceremony was officiated by Deputy Finance Minister of Malaysia, Yang Berhormat Dato’ Donald Lim, the Guest-of-Honour for the night.

“I am pleased to see this home-grown Malaysian company has expanded over 35 years from an import and distribution business to a large-scale manufacturing entity in the global market place,” said Dato’ Donald Lim.

“Through SB Group’s Corporate Transformation Programme, I am impressed to see they are accommodating good business practices, energy efficient processes and green product innovations with bio-degradable products for the international market place,” he added.

SB Group celebrates 35 years of success and achievements with a vision to be Asia’s No.1 adhesive tape producer by 2015 and the World’s No.1 by 2020. The notable achievement of SB Group is the green product innovations with the development of bio-degradable tapes derived from the company’s extensive research and development division.

This year, SB Group will continue to expand the use of green products and ways of enhancing good industrial practices with the Bio-degradable tapes and Eco Tapes versus the conventional range of tapes via public relations campaigns and activities in the country.

Through the process of transforming existing packaging tapes into a sustainable packaging solutions, consuming less energy and contributing less carbon foot print to planet earth, SB products span the globe in a mission to create a "live green" environment - a mission possible and necessary to environment preservation.

ABOUT SB GROUP

The SB Group was founded by the late Mr. Toh Sue Bee in 1977. In 1988, it progressed from an import and distribution business to a large-scale manufacturing entity of self-adhesive tapes. SB Group reaped its R&D efforts and was able to organise resources, manufacturing knowledge and marketing strategies for its entry into direct manufacturing. By 1995, SB Group achieved a leadership position with recognition for quality in the ribbons and adhesive tapes industry in Malaysia. SB Group embarked on a major expansion programme in 1995 with the opening of its own factory building with a built-up area of about 100,000 sq. feet; with state-of-the-art manufacturing technology and the processes and quality standards matching the best in the industry. Achievements in 1990s include the formulation of the natural emulsion based adhesive, which is 100% odorless and environment-friendly. In 2011, SB Group invented the world's first Bio-degradable OPP Tapes that can diminish the waste disposal at the land field. SB Group is now one of Asia’s leading producers of adhesive and non-adhesive tapes and decorative polypropylene ribbons. Moving forward with the new generation leadership team, spearheaded by the late Mr. Toh Sue Bee’s eldest son, Mr. Toh Chee Hui (Managing Director) , assisted by his younger sister, Ms. Toh Mei Mei (Executive Director) and his younger brother, Mr. Toh Yee Sing (Executive Director), the Group is ever more energetic, dynamic and ambitious. In 2011, SB Group embarked on a Corporate Transformation Programme to achieve the Group’s new Vision to be Asia No.1 OPP Tape Producer by the Year 2015 and World No.1 OPP tape Producer by the Year 2020 which is also in line with the Government’s Vision 2020 of becoming a developed country with high-income status.