Denim that is made to be made again
Our jeans collection, Marimekko Maridenim, is designed by following Ellen MacArthur Foundation’s Jeans Redesign guidelines, which are publicly available for the fashion industry to use.
Based on the principles of a circular economy, The Jeans Redesign guidelines were developed with input from 80 experts across industry, academia and NGOs to encourage leading brands, mills, and manufacturers to transform the way jeans are designed—towards a world where products are designed to be:
- Used more
- Made to be made again
- Crafted from safe and recycled or renewable inputs.
The Marimekko Maridenim collection follows The Jeans Redesign guidelines by working with mono-material cotton with no stretch, of which 80% is organic cotton and 20% recycled cotton. Maridenim jeans are made with minimal use of hardware, including the use of removable buttons and no rivets. The hardware is not finished with electroplating, as per the recommendations by The Jeans Redesign guidelines. Both the wash, finish and chemical use of the garments follow the guidelines, including abstaining from traditional stone washing or the use of potassium permanganate. Instead, we use, for example, laser technology, E-Flow steam washing and ozone washing. The technology used is selected according to the desired appearance of the product.
For full transparency, our products are made entirely in Turkey, from the cotton to the mill and garment factory. Both the fabric mill and the factory are members of the Ellen MacArthur Jeans Redesign program.