Maemo Launch One Of The World’s Most Sustainable Hoodies With 5% Of Sales Going To Water Charity Just A Drop

Maemo, the new transparent, ethical fashion destination formed on the idea that self-love and love for our mother earth are fundamentally intertwined, launch their UN-Dyed Collection featuring one of the world’s most sustainable hoodies.

Maemo continues to be at the forefront of sustainable innovation with the launch of the Maemo UN-Dyed Collection. This eco-friendly range was created using 50% less water typically needed for production and dying of similar garments and the company will donate 5% of the sales from the range to their water charity partners, Just A Drop.

“At Just a Drop, we are delighted to be partnering with Maemo on this new initiative. By purchasing an item of Maemo’s Un-Dyed Collection, you are not just making a responsible fashion choice, but also a purchase that will help to transform lives across the world through sustainable safe water and sanitation projects.” Just A Drop, Fiona Jeffery OBE

Keeping mother earth at the heart of their ethical design process, the Maemo UN-Dyed Collection keeps chemicals to an absolute minimum, reducing the wider effect on the planet, but also keeping cotton in its most natural state. Meaning these garments will be even softer on the skin, giving their community the cosy and stylish experience they can expect from Maemo.

“With the launch of our Un-Dyed Collection, we continue our mission to work towards UN Goal 6: Clean water and sanitation. We are delighted to have teamed up with the Just A Drop charity and will donate 5% of every purchase of the UN-Dyed Collection product to Just A Drop to support their amazing work providing clean and safe water to people who need it the most.” Comments Maemo Head Of Brand, Kate Nightingale. Water is essential to keep Mother Earth healthy and abundant. The fashion industry is estimated to produce almost 20% of global water waste. Therefore, Maemo’s passionate team decided that this was the first pressing issue that they wanted to tackle in their production, in line with their efforts to address the UN Goals.

From launch, Maemo implemented an ETP system into their plant processes, saving around 30% of the dyed and drained water from dyed garments, making the water clean so that it can be used to irrigate the land. For instance, this savings would be enough for you to water your favourite garden plant for six days in the height of summer. This means when you buy a dyed product from Maemo, on average they save 24 litres of water per 1kg of fabric. Maemo also uses environmentally friendly dyes, and our Zero Discharge of Hazardous Chemicals certificate guarantees that no harmful chemicals leave our factories.

However, Maemo wanted to take it further with their Un-Dyed Collection. This collection has achieved a water-saving of 50% compared to the standard production of a similar item. This means they are saving 40 litres of water per 1kg of fabric, giving you ten days of water for your garden plant

Notes to Editors


Maemo's three-tier collection comprises Maemo Essentials, Maemo Core and Maemo Luxe. Each capsule collection is the perfect balance of comfort and sleek design. With a mix of soft to the touch organic cotton, recycled polyester and easily removable, 100% cotton yarn care labels, our garments are soothing on the skin and deliver the ultimate snug wearing experience.

Each range is designed to be mix-and-match, so our customers can create new looks whilst still utilising their original purchases, meaning more conscious purchasing and less overall consumption.

Undyed; Starting with a small capsule collection, we are committed to expanding our Undyed collection and developing other products that will save as much water as possible.

Comfort Without Sacrificing Style: Our pieces are the perfect combination of comfort without sacrificing style, with stylish design details, a soothing colour palette and super soft to the touch materials.

Transparency; Maemo intends to share its sustainable journey every step of the way. The wins, failures, and learnings it takes for a fashion brand to work towards the UN goals.

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