September 21, 2018

Give your old denim a new purpose of empowering single and underprivileged mothers with Hong Leong Bank Berhad (‘HLB’ or ‘the Bank’) corporate social responsibility (CSR) platform HLB Jump Start Demi Kita campaign. Drop off your unused denim and jeans and watch it upcycled into fashionable handbags, backpacks, totes and household items by SURI, a Malaysian social enterprise that gives single and underprivileged mothers the opportunity to earn a living. 

SURI, a denim upcycling organisation that turns unwanted denim into fashionable apparels, accessories and household items was set up by single mother Sally Ahmad to provide financial opportunity and living skills for single and underprivileged mothers in her hometown in Klang, as well as protecting the environment through upcycling.

Domenic Fuda, Group Managing Director and Chief Executive Officer of HLB said HLB Jump Start’s Demi Kita campaign will support SURI to meet its social objectives by helping them to run a viable long-term business. 

While many social enterprises set up businesses with the noble intention of improving social conditions, many fail because they lack the right business acumen and tools. As a Bank with a strong entrepreneur spirit, we have the business and financial know-how, the network, the entrepreneurial acumen, the digital platforms, the products and services, as well as the drive to help these social enterprises to be sustainable for the long term so that they can support the social issues that mean so much to the community,” he said.

The Bank has also enlisted the help of branding agency Naga DDB Tribal, as well as local designer group Tarik Jeans to help SURI look into its marketing, branding and product design needs accordingly.

Everyone can make a difference with just one piece of denim donation. Donations can be made between 24 to 30 September at selected Hong Leong branches nationwide which are listed at:

To view the campaign reel, please visit:

About Hong Leong Bank Berhad

Hong Leong Bank Berhad is one of the leading financial services organisations in Malaysia. With a heritage of more than 100 years, it provides comprehensive financial services covering consumer banking, business banking and trade finance, treasury, branch and transaction banking, wealth management, private banking and Islamic financial services. Hong Leong Bank, which has won awards for its innovations in the financial services space, also has one of the largest service and distribution network of branches and business centres in Malaysia.

With a proven track record in value creation and a highly recognised brand, Hong Leong Bank has also been extending its footprint in the region, with branches in Singapore and Hong Kong and wholly owned subsidiaries in Vietnam and Cambodia.  In China, the Bank is a substantial shareholder in Bank of Chengdu Co., Ltd., Sichuan and in a consumer finance joint venture.

Hong Leong Bank is a subsidiary of Hong Leong Financial Group Berhad, the financial services arm of the Hong Leong Group.  Apart from banking, Hong Leong Financial Group is involved in the provision of insurance and takaful, as well as investment banking, unit trust, fund management and stock broking services.

About Social Enterprises

Social enterprises are income-generating businesses to address social, economic, cultural and environmental issues whilst creating positive community change. They operate like traditional businesses with the aim to make a profit but also to make measurable and sustainable impact for the cause they believe in. Because of the immense potential and the high social impact they can have, governments around the world, including Malaysia and organisations such as UN and World Economic Forum have strongly advocated for the creation of more social enterprises, encouraging organisations and consumers to practice social procurement and social shopping as a way to contribute to good causes.

For further information, please visit

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