Cover Founded by Charlotte Tsuei-Robinson, sustainable athleisure and lifestyle fashion retailer Caelum Greene prioritises brands that use recycled materials and ethical manufacturing processes (Photo: Zed Leets)
Founded by Charlotte Tsuei-Robinson, sustainable athleisure and lifestyle fashion retailer Caelum Greene prioritises brands that use recycled materials and ethical manufacturing processes (Photo: Zed Leets)
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Charlotte Tsuei-Robinson, founder of Caelum Greene, one of Hong Kong’s first sustainable athleisure retailers, shares what she learned from the fashion industry and paying it forward
At her last job working for a luxury shoe brand, Charlotte Tsuei-Robinson was stunned by how the label destroyed a large pile of unsold and well-crafted shoes at the end of each season. “There are people who don’t have shoes to wear to work. It’s mind-boggling to me and doesn’t make sense,” she says.
She then researched how the fashion industry has been polluting the environment—from garment manufacturing factories discharging toxic chemicals into waterways to the sector’s massive waste problem and greenhouse gas emissions. As a yogi and one who takes an interest in wellness and sustainability, she thought there should be more options in the market for eco-conscious fashion-loving consumers like her.
Tsuei-Robinson founded Caelum Greene in 2016, positioning it as Hong Kong’s first multi-brand retailer selling sustainable athleisure. “If you want to buy something new and still have your shopping experience, you can come to us knowing that we work with brands that have impact, whether it’s environmental or social, and tip the scale a little bit at a time,” she says.
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The rise of athleisure
Since its inception, Caelum Greene has blossomed into a thriving brand. After opening its first store, it launched its online shop, held pop-ups around the city and eventually set up its brick-and-mortar flagship at The Landmark in 2019. Without external investments, it has seen steady annual growth of ten percent. “Over 40 percent of our customers are repeat customers. It shows the stickiness of the concept. It also shows that a very loyal group of people is growing with us,” she says.
Caelum Greene stocks more than 60 eco-friendly brands, each contributing to the community in different ways. For instance, Ninety Percent is one such brand. Originally from London, Ninety Percent creates most of its clothes with low-impact, vegan materials and shares 80 percent of its profits with charitable causes and 10 percent with its staff. In addition to womenswear, the retailer also offers products that promote green living, such as greeting cards made from recycled paper and reusable food wraps.
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Making an impact
Despite such a promising market outlook, Tsuei-Robinson is prioritising establishing a stable business in Caelum Greene’s home city over expanding into other markets and the larger profits that it might bring. “I never set out my business to be the next technology unicorn with a crazy valuation. It was something that I thought was impactful; [I wanted to] give back in a way that I knew how to and delivered it in a carefully planned way so it still made financial sense.”
Tsuei-Robinson’s dedication to social impact extends beyond her business. She also sits on committees of various organisations, including Mother’s Choice and the Hong Kong Ballet. Currently expecting her third child, she usually begins her days at 6.30am by meditating or practising yoga before her children wake up.
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Above Tsuei-Robinson with her son Isaac and best friend May at an Aladdin-themed birthday party (Photo: Charlotte Tsuei-Robinson)
Tsuei-Robinson with her son Isaac and best friend May at an Aladdin-themed birthday party (Photo: Charlotte Tsuei-Robinson)
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“Most of us who live in Hong Kong are quite privileged and it’s important to pay it forward. My children need to see mummy being an active member of society so that they grow up with the same mentality. I want them to think, ‘Okay, I’m really lucky. What can I do, as a small person or a teenager, to help other people?’”
With so many different hats on and little personal downtime, Tsuei-Robinson admits life can be challenging. But it’s not all doom and gloom. “It’s all about choosing [what you want in] your heart: What do you want to do with your time and effort?”
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Based in Hong Kong, editor Yoyo Chow covers the people and ideas redefining Asia’s future—from cutting-edge innovation and AI to bold moves in sustainability and diversity. She also drives content for Tatler Gen.T in Hong Kong, a platform and community spotlighting the region’s next generation of startup founders, creatives and changemakers.
Before that, she was a video journalist producing content for international TV and digital platforms, including Reuters and South China Morning Post. If you have a powerful story to share, she’s all ears. Send press materials, event invites and any inquiries to yoyo.chow@tatlerasia.com.
