Mavi, a Turkey-based leading jeans and apparel brand, is supporting endangered Mediterranean sea turtles for the eighth year in a row with a focused charitable collection.
As part of the Indigo Turtles Project, which it launched in collaboration with the Turkish environmental group Ecological Research Society (EKAD), the Turkish denim company brought back its turtle-themed T-shirt. The initiative, which began in 2014, aims to conserve Caretta caretta and Chelonia mydas, two sea turtle species that have been around for 110 million years and face an unclear future. Only 40% of hatchling turtles make it to the ocean, and only one in a thousand makes it to adulthood.
Mavi creates and sells limited-edition T-shirts to raise funds for conservation initiatives every year. With an all-over blue geometric turtle print and an embroidered "Save The Turtles" tag on the hem, this year's design is similar to previous year's. Turtles with a water-color look and the phrase "Indigo Turtles" have been featured in previous designs. In 2015 and 2016, the company collaborated with Orta Anadolu, a Turkish denim manufacturer, to bring the collection to reality.
T-shirts cost $28 and come in both men's and women's sizes. Five young sea turtles are saved for every T-shirt purchased. Since its inception, EKAD has assisted over 1 million turtles in reaching the sea and increased the number of nests from 500 to 3,200.
Mavi's environmental commitment goes beyond its cooperation with EKAD. It launched its sustainable All Blue line last year, which uses natural materials like Tencel, organic cotton, and recycled fibers to reduce environmental impact. The collection is made with water- and energy-saving laser technology, as well as environmentally friendly washing techniques.
Mavi's T-shirt project follows a flurry of others created by denim businesses to raise money for local charities. Abercrombie & Fitch worked with Ohio-based artist Francesca Miller on a line of T-shirts honoring Black joy earlier this month. The firm gave $35,000 to The Steve Fund, an organization that supports the legacy of Steve Jobs, to coincide with the collection.
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