Mavi’s latest collection is paying homage to the ‘90s and Californian style.
The Turkish denim brand released its Spring/Summer 2024 collection which, according to Alissa Friedman, senior marketing and PR manager at Mavi, reflects the “natural beauty” and “laid-back lifestyle” of Los Angeles with multiple denim styles and essentials.
“While Mavi’s roots lie in crafting iconic jeans, our passion extends to curating a wardrobe filled with essentials and comfortable pieces that elevate your everyday style,” Friedman told Rivet. “Our lifestyle lineup is a testament to the pursuit of style and self-expression with trends like cargo and utility—for both genders—being featured in new fits including the Luisa [a women’s straight-leg] and Sam [a men’s straight cargo pant].”
Related Stories
Responsible design is also a major factor in the collection. “The Spring/Summer 2024 All Blue sustainable lineup is consciously crafted with a deep-rooted respect for people and the planet. We sourced more recycled and natural fibers and repurposed fabrics to minimize our impact, giving new life to old materials,” Friedman said.
With sustainability part of the brand’s ethos, Mavi is on a mission to take its efforts to the next level. The company has set sustainability targets for four pillars (people, planet, product and community) as part of its strategy.
Goals include having a fully inclusive and responsible value chain by 2030, becoming a climate-positive company by 2050, ensuring all denim collections consist of sustainable All Blue products by 2030 and driving an impact-focused and measurable social change .
“At Mavi, we believe in the power of great denim,” Friedman said. “With over 30 years of expertise in the denim industry, Mavi is [working toward] making sustainable denim the norm, not just the premium exception.”
For S/S ’24, the brand expands its Recycled Blue collection by adding men’s styles. Recycled Blue fabrics use Tencel with Refibra technology, which gives a second life to pre- and post- consumer cotton textiles by upcycling them. These scraps are mashed into cotton pulp and then mixed with wood pulp, a renewable raw material sourced from sustainably managed forests. Mavi introduced the collection in women’s last year. Men’s Recycled Blue styles include the Jake slim and Marcus slim straight.
In line with using the most sustainable materials, Mavi’s Well Blue collection is crafted from a bamboo and cotton blend, providing a soft hand feel while still maintaining the lightweight structure of classic denim. Another collection uses recycled linen. The low-impact natural flax fiber, which requires no additional irrigation to grow and is biodegradable, is gentle on the skin, Friedman stated.
Another collection offers a natural approach to color.
Mavi’s new No-Dye Colored Cotton collection is cut from cotton grown using eco-friendly regenerative farming techniques which produce fibers that grow naturally in color, Friedman noted. The sandy-hue cotton is available in Paloma wide-leg for women and Jake slim leg for men.
The new sustainable collections “bring mindful materials to our thoughtful designs,” Friedmand said.
“Eco-conscious down to the last detail, the line features recycled packaging and biodegradable details including walnut shell back labels, biodegradable buttons, sugarcane hang tags and recycled woven labels,” she added.
The collection retails for $118-$168 and is available now on Mavi’s website.
