Turkish denim brand Mavi’s sustainable “All Blue” journey continues in its Fall/Winter 2022 collection introducing five new eco-friendly concepts: Hemp, Flex Blue, Indigo Shape, SuperSoft Chic and True Blue.
Launched in 2020, All Blue encompasses four core values aimed at protecting the planet through efforts addressing climate change and ecosystem restoration, empowering people and inclusive business models, driving transformative change in communities, and delivering high-quality denim. The brand’s goal is to have All Blue products make up its entire denim collection by 2030.
Mavi builds on this mission with its first men’s and women’s pieces made with hemp. The fabric composition includes 80 percent cotton, 13 percent hemp, 6 percent recycled cotton and 1 percent elastane.
Mavi joins brands such as Levi’s, Madewell and Weekday in touting the fiber’s benefits, including zero harmful chemicals, water conservation and is 100 percent biodegradability.
The brand said its hemp fabrics have a “super soft hand-feel” and provide “superior comfort.”
Hemp styles for women include the Victoria, a ’70s-inspired wide-leg jean, and the Mellie jacket—a shrunken Trucker-style jacket. Men’s hemp items include the Jake slim fit jeans and the new Loren Trucker jacket.
Mavi taps into the demand for performance with the new Flex Blue line offering jeans made with organic cotton and elastane for maximum stretch and movement. Meanwhile, Indigo Shape provides high stretch and flexibility with “gentle shaping properties” that comfortably hug the body. Stretch and breathability are key attributes in SuperSoft Chic, a line of jeans made with Tencel fibers and featuring shiny metallic hardware.
For trend-driven consumers, True Blue styles embody a ’90s throwback vibe and has minimal stretch. “The cotton fabrication has gone through eco-friendly weaving and washing techniques,” Mavi added.
Like its consumers, the brand also finds itself experimenting with new fits. For women, the high-rise, slim-straight Paris features the sleekness of a skinny jean with the freedom to move of a straight leg. Jeff, the new men’s athletic fit chino, has a higher front and back rise and a roomy thigh that tapers from the knee down. Mavi is also seeing movement in shackets, now offered in colored denim and soft corduroy fabrics.
Mavi rounds out its seasonal range with women’s bottoms made with “jeather,” a lightweight fabric with a leather-like coating. The novelty fabric is offered as a jogger and a wide-leg style.