Maemo Leisurewear: The Perfect Combination Of Comfort, Style And Sustainability
Maemo is a new transparent, ethical fashion destination formed on the ideals that self-love and love for our Mother Earth are fundamentally intertwined, launched in January 2022, with our first range of sustainable leisurewear. Keeping our Mother Earth at the heart of all our actions, at Maemo, we intend to share our sustainable journey every step of the way. The wins, failures and learnings that it takes for a fashion brand to realistically work towards the sustainable UN Goals in 2022.
With this in mind, we are committed to ensuring that Maemo leisurewear is as close to being 100% sustainably sourced and produced as possible. We genuinely believe that if we all work together, we can change how clothes are made and make a difference in the world around us. Love, integrity, quality, comfort and sustainability are at the core of who we are, and we are proud to be transparent about our processes from production through to packaging and brand partnerships. Maemo desires to show, we can protect our planet and look chic whilst doing it.
Our three-tier debut 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.
Ideal to mix and match, and wear in your home, at work or out on the town. Taking inspiration from the natural world, we crafted pieces that work in harmony together, no matter what pieces from which range you put together. We hope that people will take time to consider how they can consciously blend items from the ranges, each time recycling different pieces whilst generating an entirely new look.
Taking influence from the four natural elements of the divine world we live in: Earth, Water, Air and Fire, Maemo's leisurewear colour palette echoes the tones of the sea, sky and soil. Our earth shades provide a connection to the natural world around us. Letting the outside in, they are authentic and grounding colours that work naturally together.
THE COLLECTION
Our Essentials range features a variety of ultra-soft, high-quality organic cotton and recycled polyester basic t-shirts, hoodies, pants and sweaters. Taking inspiration from the Earth element, this range sets the foundation for Maemo's first collection and encourages customers to seek balance when choosing pieces they need. Styled in soothing muted, warm earthy tones, our essentials are designed to be seasonless and with high quality in mind lasting year-after-year as staples in your wardrobe.
Influenced by the sea, our Core range explores comfortable chic, weaving contemporary fashion into traditional leisurewear. Like the mighty ocean, the Core collection is bold and playful. Classic crewnecks are fitted with fluid balloon-like arms, while cotton shirts are reimagined, complete with smart pockets and overflowing stitching details. Available in fresh, light, aqueous colours such as pastel blue.
For our six-piece Luxe range, our designers examined the element of air. Available in chic, gentle shades of white, cream, and greens, this elegant collection marries exceptional comfort with high-fashion silhouettes, focusing on punctuating classic loungewear with tailor-like padding, high necks and gathered waists.
Read on for more information on the collection, unique design details and our companies impact and sustainable pledges
DETAILS
As we wanted to limit our use of plastic as much as possible, our stitching tippings cord and eyelets are made using only thread. Our stitching is in keeping with the palettes of the three-tier collection, which leans into natural soft pastels, contrasted with strong earthy hues that we see mirrored in the natural world around us.
Crafted with love, the colours of our stitching range from light to dark, reflecting the beauty of diversity around the world, highlighting that no matter what race, colour or gender we are, we are all human. And if we support each other and work together, we can see the world change for good.
Our main label is made up of 100% cotton yarn and designed for easy removal for ultimate comfort, and hand tags are from FSC recycled paper. Expect to receive your thoughtfully packaged garment in a bamboo and recycled material box sealed with a recycled material sticker printed with non-hazardous chemicals.
OUR IMPACT
We have seen the destruction that fast fashion manufacturing can bring, from polluted rivers to the loss of biodiversity, families living in landfills and ill children. Our team at Maemo truly took these issues to heart and have worked to create an ethical and sustainable brand that cares about the planet and our talented employees. Our factories have taken the Green Clothing Sustainability Pledge, which means sourcing and producing responsibly, alongside supporting labour rights and taking care of our communities. The first issues we decided to address were the wasteful use of water in fashion manufacturing as well as drastic chemical pollution from fabric dyeing processes. We have innovated our production process to use between 30-50% less water.
Additionally, our ETP plant processes around 35% of the dyed and drained water, making it clean so that it can be used to irrigate the land around us, growing luscious plants in our fruitful ecosystem. We also ensure that no nasty chemicals are discharged to our ecosystem and have adapted all our processes in accordance with the Zero Discharge Certificate we hold. We continue innovating every step of our production process to ensure no harm comes to Mother Earth and all humanity.
When you buy a dyed product from Maemo, on average we save 24 litres of water, which would be enough for 20 days worth of water for a tomato plant in the summer sun. We intend to take this even further in our future collections, working towards the UN Goal 6: Clean water and sanitation.
At Maemo, we embody the idea of self-love and believe that if we all love ourselves and those around us, we can empower each other and make the world a kinder and safer place. With this in mind, we are dedicated to supporting the lives of our workers and their local environments.
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