DETERMINANT and Project Melo turn T-shirt sales into AI training

Sustainable fashion brand DETERMINANT has joined hands with Project Melo, a Hong Kong-based non-profit organisation, to launch a fundraising fashion event running from 9 October to 8 November 2025.

The campaign aims to fund free AI training for 5,000 under-resourced secondary students across Hong Kong, combining style with purpose to equip youth with essential digital skills.

The initiative supports Project Melo’s “AI 5000 programme”, which provides each student with eight hours of free AI education. By merging the worlds of fashion and philanthropy, every purchase from DETERMINANT’s designated apparel line directly contributes to the cost of an AI class - literally turning T-shirts into tools for transformation.

“Clothing, food, shelter, and transportation have always been the cornerstones of life. However, in this fast-paced AI era, 'learning' has become the essential fifth pillar,” said Ellen Lau, co-chairwoman of Project Melo. “We are thankful for DETERMINANT's unwavering support, which empowers the younger generation to learn, grow, and embrace the future.”

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The event encourages socially conscious shoppers to visit DETERMINANT LAB Concept at Queensway Plaza and DETERMINANT AIRSIDE in Kai Tak, where limited-edition designs - including the boldly messaged “Get Sh*t Done” T-shirt - will be available. Each sale directly sponsors one student’s AI class, transforming the retail experience into an act of education and empowerment. 

“For every T-shirt sold, one student will get a free AI class!” said Dee Poon, president of brands and retailing at Tessellation Group, DETERMINANT’s parent company. “Tessellation Group places a strong emphasis on people, innovation, sustainability, and excellence. We are dedicated to nurturing young talents who can drive innovative and sustainable breakthroughs, creating positive impacts in our communities and beyond.”

In conversation with MARKETING-INTERACTIVE, a spokesperson from DETERMINANT said the partnership costs are fully covered by Project Melo and DETERMINANT, ensuring that 100% of proceeds go directly to the Melo Foundation to fund the AI 5000 programme. "Both organisations share a commitment to sustainable growth - one through fashion, the other through education - creating a synergistic model of corporate social responsibility."

In Hong Kong’s evolving economic landscape, AI literacy is becoming a vital enabler for social mobility. Through initiatives such as this, Project Melo seeks to bridge opportunity gaps by providing students with access to tools and knowledge that prepare them for a tech-driven future.

“Through this collaboration, we hope to transform the shopping experience into a force for social change,” the spokesperson noted. “Every item purchased represents an investment in a more promising future for Hong Kong's youth and a commitment to our collective future."

Project Melo’s efforts are backed by a vibrant community of CEOs and students who leverage social media and community outreach to raise awareness about the event. The organisation works with over 1,000 university students and 65 CEOs, contributing more than 5,300 volunteer hours to Hong Kong charities. 

Visual displays at DETERMINANT’s AIRSIDE and Admiralty stores further boost the campaign’s visibility.

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