We believe in the power of great denim. That’s why our goal is to make the best quality jeans while using innovative technologies and materials that are right for the planet.
Although the textile industry has done a relatively good job at keeping their secrets at bay, the truth is, behind oil, the apparel industry is the largest polluter in the world. To really put it into perspective, the textile industry contributes to 10% of all global greenhouse gas emissions (https://unfccc.int/). According to UNCTAD, 93 billion cubic metres of water is used by the fashion industry per year – that’s enough water to meet the needs of 5 million people!
That’s why Mavi has found ways to substantially decrease our carbon footprint and environmental impact by creating systems that use less water and electricity, as well as utilising recycled materials where possible.
The factory that manufactures our jeans is located in Turkey and is 100% owned by Mavi – that means Mavi has completed control over the manufacturing process and the sustainable practices implemented!
How is Sustainable Denim made?
There are four main elements attributed to being a sustainable denim brand (like us!)
- Materials used
- Technological practices
- Certifications & approvals
- Packaging & shipping
We have a history (and reputation) for creating premium denim – we’ve merged our passion for quality denim with our commitment to better environmental practices.
One of the ways we’ve committed to being more environmentally-conscious is by using organic cotton. When organic cotton is produced, the environmental impact is nearly completely minimised and the use of harmful toxins, ingredients and fertilisers are also foregone.
Even better, Mavi recycles cotton to reduce production and the company’s impact on our greater environment!
The technology and equipment used are equally (if not more) important than the materials a company chooses to use – especially in the denim industry.
At Mavi, we use a few different technologies which give us the ability to lower our environmental pollution.
The E-Flow Lab
The e-flow ‘breaks up’ the garment’s surface, achieving a soft hand feel, controlling shrinkage. There is little water required, and there is zero discharge from the process. This technology provides up to a 98% reduction in energy use.
Ozone machines reduce bleaching time and energy consumption up to 80% in comparison to conventional washing machines. No bleaching chemical is needed, that means employees don’t come in contact with bleach and there’s no toxic run off into the environment– which we love.
Stones are an enzyme agent activated by cold water which help create the wash of denim as well slightly soften the material.
- Sustainable Enzymes- : Sustainable enzymes replace conventional enzymes that emit less toxins and less heat during laundry.
- Ecological Bleaching Spray - We always use certified eco-friendly and organic based chemicals that are less toxic alternative to permanganate or hypochlorite based bleachers.
- The Hawser Ball - An alternative use of reused hawser ropes instead of some enzymes for bleaching.
Certification and Approvals
Gaining certification is an exceptionally important part of being a sustainable brand. Certifications separates the companies that are sustainable from the companies claiming to be sustainable for profitable gain (greenwashing). Becoming a certified sustainable company is no easy task, involving tireless hours of creating and testing systems that will work long term for the brand and environment.
Packaging and Shipping
With more and more people opting to shop online, we know how important it is to use sustainable packaging options. That's why Mavi uses recyclable-4 product bags and shipping satchels. These bags can be recycled at REDcycle partners, making it easier for our customers to correctly dispose of online order packaging.
At Mavi, we manufacture our clothing labels from Jacron and faux leather. Instead of using many chemicals to colour the synthetic leather, we let the natural ageing process improve the authentic and vintage aesthetics of your jeans!
Our hardware (buttons, studs, and zips) are approved by I-REC (international renewable energy certificate). Which means that all processes involved in manufacturing Mavi's hardware are powered by a renewable energy source.
Sustainable Products by Mavi Jeans
ZACH JEANS - DARK INDIGO ORGANIC MOVE
The Zach Jean is a classic straight fit that provides a regular waist while being relaxed and comfortable throughout the thigh and leg. These jeans are both durable and ultra-soft, thanks to their 70% organic cotton construction and stretch. The element of organic farming majorly reduces the effects of chemical disposal - enriching the earth rather than destroying it.
Fit: Model Wears a Size 30/32 Jean. He is 183cm tall, has a 97cm chest and a 76cm waist.
Fabrication: 70% Organic cotton 23% Cotton 5% EME 2% Elastane
BARCELONA JEANS - MID RIPPED ORGANIC BLUE
The Barcelona features a high rise to accentuate and flatter the waist before opening through the leg into a wide opening. This wash features an unfinished hem and contrast stitching. Made from a blend of traditional and organic cotton, this jean is rigid yet comfortable.
Fabrication: 80% Cotton 20% Recycled Cotton
Fit: Domino wears a size 29 jean. She is 180cm tall, has a 92cm bust, 75cm waist & 103cm hips.
Mavi - Sustainable Denim
We believe the best denim is sustainable denim. That’s why Mavi offers a wide selection of sustainable jeans with new styles added regularly. If you’re an eco-conscious shopper or looking to support ethically produced companies, search no further! Mavi offers high quality, sustainable fabrics, timeless styles and innovative production technologies – look good, feel good while doing good.
If you'd like to learn even more about Mavi's sustainability. You can find Mavi's 2020 Sustainability Report here!
Explore our Sustainable Denim collection for more products.