Turkish denim brand Mavi's latest collection pays homage to the iconic '90s era and the laid-back Californian style. The Spring/Summer 2024 collection embodies the natural beauty and relaxed lifestyle of Los Angeles, says Alissa Friedman, Senior Marketing and PR Manager, Mavi.
Focusing on responsibility in design, the All Blue sustainable collection is meticulously crafted with a deep-seated regard for both people and the planet. The range features various denim styles and wardrobe essentials. Mavi has embraced more recycled and natural fibers and repurposed fabrics for the collection to minimise its ecological footprint, elaborates Friedman.
Committed to elevating its ecological efforts, Mavi has established sustainability targets across four pillars (people, planet, product, and community) as part of its strategic vision. The brand aims to achieve a fully inclusive and responsible value chain by 2030, become a climate-positive entity by 2050, ensure all denim collections consist of sustainable All Blue products by 2030, and drive impactful and measurable social change within communities.
For the S/S '24 season, the brand expands its Recycled Blue collection to include men's styles. Utilising Tencel with Refibra technology, Recycled Blue fabrics breathe new life into pre- and post-consumer cotton textiles by upcycling them. Mavi had introduced this collection for women last year, with men now offered new styles like the Jake slim and Marcus slim straight.
In alignment with utilising the most sustainable materials, Mavi's Well Blue collection incorporates a bamboo and cotton blend, offering a soft hand feel while maintaining the classic denim's lightweight structure. Additionally, another collection utilises recycled linen, a low-impact natural flax fiber that requires no additional irrigation to grow and is biodegradable, providing gentle wear on the skin.
Introducing a natural approach to color, Mavi's new No-Dye Colored Cotton collection features cotton grown using eco-friendly regenerative farming techniques, resulting in fibers that naturally retain color. Available in a sandy hue, this cotton is fashioned into styles like the Paloma wide-leg for women and Jake slim leg for men.
These new sustainable collections blend mindful materials with thoughtful designs, says Friedman. They range from $118 to $168 and are currently available on Mavi's website.
