CruiseThe Dream Cruises’ experience is changing in waves to meet millennial desires for responsible consumerism and down-to-earth luxury.

Dream Cruises champions ethical luxury with 'support local' initiative

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With its “Support Local” initiative, Dream Cruises is pivoting towards ethical and sustainable luxury.
With its “Support Local” initiative, Dream Cruises is pivoting towards ethical and sustainable luxury. Photo Credit: Dream Cruises

Dream Cruises launches 'Support Local' initiative to meet strong consumer demand for brands that contribute positively to their communities. This new venture aligns with the younger generation’s values for doing good socially and ecologically, while also appealing to the millennials’ demand for accessible luxury with meaningful agendas.

Best in class with local businesses

Dream Cruises provides a platform for Singapore’s homegrown brands to showcase their products.
Dream Cruises provides a platform for Singapore’s homegrown brands to showcase their products. Photo Credit: Dream Cruises

The 'Support Local' initiative was fuelled by Dream Cruises’ aspiration to celebrate Singapore’s homegrown brands and economically support local businesses.

This initiative shines the spotlight on ice cream and coffee lifestyle café Creamier, artisanal tea brand The 1872 Clipper Tea Co., lifestyle fashion brand Binary Style and social enterprise The Animal Project. The collaboration features a collection of limited-edition products that include the likes of ice cream, teas, scarves, masks and pouches, only available onboard Dream Cruises.

“We are delighted to support local brands and showcase the amazing breadth of talent in Singapore through these exclusive collaborations,” Michael Goh, President of Dream Cruises, enthused.

“During this pandemic, this initiative gives Dream Cruises the opportunity to give back to the local business community,” Goh added. “Our support for local brands will be an ongoing effort so there will be more collaborations for our guests to look forward to.”

A showcase for social causes

The Animal Project’s artist, Tay Jun-Yi, demonstrates how he draws the marine animals printed on the exclusive Dream Cruises denim pouch.
The Animal Project’s artist, Tay Jun-Yi, demonstrates how he draws the marine animals printed on the exclusive Dream Cruises denim pouch. Photo Credit: Dream Cruises

The Animal Project is one local enterprise that Dream Cruises is delighted to showcase to its passengers. This social enterprise aims to celebrate and support the abilities of persons and artists with special needs.

The “Support Local” initiative gives The Animal Project’s resident artists a platform to showcase their talents, motivate them in their creative pursuits and earn income when guests shop their merchandise.

“We hope more people will be aware of these amazing brands when they retail their items onboard World Dream,” Goh said.

Luxury is about accessibility

When it came to choosing its lifestyle partners, Dream Cruises reached out to cult-favourite homegrown brands that young Singaporean adults can resonate with.
When it came to choosing its lifestyle partners, Dream Cruises reached out to cult-favourite homegrown brands that young Singaporean adults can resonate with. Photo Credit: Dream Cruises

From the nifty designers of Binary Style and The Animal Project selling trendy scarves and pouches with a unique cultural flair, to the inventive F&B owners of Creamier and The 1872 Clipper Tea Co. whipping up unique ice cream and tea flavours with a local spin, these lifestyle partners are able to provide their own personal brand of accessible luxury to consumers.

The four Singaporean homegrown brands featured in the 'Support Local' initiative share the same values, strong passion for quality and outstanding expertise in the curation of exceptional experiences for consumers as Dream Cruises does. The level of quality and craftmanship these brands pour into their products display authentic value and accessibility for consumers.

Likewise, when it comes to Dream Cruises, the customer journey that encourages exploration and its highly professional yet ultra-friendly staff, calls to the younger generation’s growing desire for unique, personalised experiences.

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