Mavi adapts to the voice of sustainability

YarnsandFibers News Bureau 2020-08-27 13:00:41 – Turkey

Mavi is producing through the chaos of the pandemic. The premium denim brand is featuring its new designs inspired by the reflection of times, featuring a timeless, eco-friendly front and centerpieces in its Fall/winter 2021 collection.

The season's concept is centrally focused on the brand's sustainable blue collection, which is produced using innovative laser technology and eco-conscious washing techniques that utilize less water and resources. It presents natural materials that include Tencel, organic cotton, recycled fiber, etc which has become the key focus for consumers seeking high-quality, sustainable pieces in light of the pandemic.

The general consensus going around is the shift in consumer preferences seeking durable investment pieces created without inflicting further harm on the environment. Comfortability has taken frontline priority as most consumers are staying at home.

Alissa Friedman, Mavi’s marketing and PR manager stated that we are living in a different world than what we use to live in and customers have prioritized casual clothing and quality from the brands they trust. She believes for the same reasons Mavi’s introduction of its Feather Blue line would be timeless. It comprises the Tencel recycled cotton blend fabric that promises to deliver softness without compromising the authenticity of the denim look. It has been innovated by pairing the Tencel-recycled cotton blend with a premium denim weave for a soft, textured product that evokes a classic L.A vintage denim aesthetic.

The new fit includes the Viola which is a high-rise cropped straight leg with a raw hem, available in an indigo wash with a 90’s effect. It also includes Eva, which is the brand's first all blue jumper silhouette. The jumper is made out of 100% recycled cotton and portrays a light vintage wash.

Irrespective of whether consumers are dressing for work from home or escape for a socially distanced trip Friedman claims the right denim piece will anchor the outfit, no matter the season or occasion.

She further said that denim has always been timeless and will remain to be one of the products that customers look at as a constant staple item and will continue to wear them irrespective of the season. She believes that anything in comfort, stretch fabrics will remain in demand even in the future.

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