By SURAJ RAJ
SUBANG JAYA: RSH (M) Sdn Bhd, which manages retail chains such as Royal Sporting House and Studio 'R', plans to collaborate with more organisations to further drive its corporate responsibility efforts.
Assistant general manager Manish Sapra said one of the ways RSH had communicated its CSR initiatives with World Wide Fund For Nature (WWF)-Malaysia was through its Ipanema Gisele Bundchen G2B (Ipanema G2B) range of footwear.
Manish Sapra (left) and Choon Bow Bow showing the environmental friendly Ipanema Gisele Bundchen G2B sandals.
“We wanted to use a product with a story to create awareness, and that story was (supermodel) Gisele Bundchen's cause for the environment.
“She is the ambassador and designer of the Ipanema G2B sandals line and we plan to build upon this brand to drive awareness on preserving the environment,” he told StarBiz in an interview.
Ipanema G2B is a product of Grendene, a Brazilian footwear manufacturer.
Grendene is one of the largest manufacturers of synthetic footwear in the world and owns exclusive proprietary technology for the production of injected thermoplastic PVC (polyvinyl chloride) and EVA (ethylene vinyl acetate)-based footwear. RSH is the distributor of the Grendene range of footwear in Malaysia.
Building on last year's rainforest theme, Manish said, the Ipanema G2B theme this year was about water and the company was working together with WWF-Malaysia to raise awareness on freshwater conservation.
WWF-Malaysia marketing director Choon Bow Bow said the national conservation trust was leveraging on distribution channels like RSH to help raise public awareness.
“We want businesses to engage people. We are reaching out to the masses through such distribution channels,” she said.
Choon said WWF-Malaysia had been able connect to consumers on a personal level through its association with celebrity brands such as the latest Ipanema G2B sandals collection.