A fast-fashion heiress is asking shoppers to buy less in 'green' push

Veronica Chou’s Everybody & Everyone brand offers clothes such as blazers made from fermented agricultural waste, or lounge pants woven from a wood pulp-based fibre. Photo: Bloomberg

When she ran a company that sold American clothing labels in China, textile heiress Veronica Chou was a globe-trotting executive who made headlines for her socialite lifestyle and lavish 2012 wedding in Hong Kong.

Now, she’s trying to clean up the fashion industry. A member of the US$2.7 billion (RM11.2 billion) family empire built by her father Silas Chou, the 36-year-old said she’s now devoting her time and money to startups that make one of the world’s most wasteful industries more sustainable.