Denim Brand Mavi Unveils its Sustainable Recycled Blue Series
Grace Mahas — April 22, 2023 — Eco
References: ca.mavi
Mavi, in its quest for a greener future, has incorporated TENCEL™ with REFIBRA™ technology into its sustainable Recycled Blue collection as part of the All Blue strategy. In collaboration with TENCEL™, Mavi aims to contribute to a circular economy by giving a second life to pre- and post-consumer cotton textiles that would otherwise end up in landfills or be incinerated.
REFIBRA™ technology involves the upcycling of cotton scraps, which are mashed into cotton pulp and mixed with wood pulp from sustainably managed forests. Mavi combines these new TENCEL™ Lyocell fibers with REFIBRA™ technology and recycled cotton to create an enhanced Recycled Blue line.
The resulting fibers, which are 100% biobased, are produced from a mix of wood pulp and up to one third of pulped cotton scraps. TENCEL™ Lyocell fibers with REFIBRA™ technology are gentle on the skin, feel cool and dry, and provide strength and sustainability.
Produced using an award-winning, efficient closed-loop process, these fibers require 95% less water than conventional cotton, ensuring high resource efficiency and minimal environmental impact. The botanic origin of the fibers also makes them biodegradable, further protecting the environment. Visit mavi.com for more information on Mavi's All Blue TENCEL™ with REFIBRA™ technology initiative.
REFIBRA™ technology involves the upcycling of cotton scraps, which are mashed into cotton pulp and mixed with wood pulp from sustainably managed forests. Mavi combines these new TENCEL™ Lyocell fibers with REFIBRA™ technology and recycled cotton to create an enhanced Recycled Blue line.
The resulting fibers, which are 100% biobased, are produced from a mix of wood pulp and up to one third of pulped cotton scraps. TENCEL™ Lyocell fibers with REFIBRA™ technology are gentle on the skin, feel cool and dry, and provide strength and sustainability.
Produced using an award-winning, efficient closed-loop process, these fibers require 95% less water than conventional cotton, ensuring high resource efficiency and minimal environmental impact. The botanic origin of the fibers also makes them biodegradable, further protecting the environment. Visit mavi.com for more information on Mavi's All Blue TENCEL™ with REFIBRA™ technology initiative.
Trend Themes
1. Circular Economy Fashion - The incorporation of TENCEL™ with REFIBRA™ technology into Mavi's sustainable Recycled Blue collection presents a disruption opportunity for fashion brands to follow the circular economy model.
2. Upcycling Textiles - REFIBRA™ technology's upcycling of cotton scraps presents a disruptive opportunity for textile manufacturers looking to reduce landfill waste and promote sustainability.
3. Biobased Materials - The use of TENCEL™ Lyocell fibers with REFIBRA™ technology highlights an opportunity for industries to invest in biobased materials that are gentle on the skin, provide strength and sustainability, and are less water-intensive than cotton.
Industry Implications
1. Fashion - The incorporation of TENCEL™ with REFIBRA™ technology into Mavi's sustainable Recycled Blue collection presents a disruptive opportunity for fashion brands to follow the circular economy model.
2. Textile Manufacturing - REFIBRA™ technology's upcycling of cotton scraps presents a disruptive opportunity for textile manufacturers looking to reduce landfill waste and promote sustainability.
3. Sustainable Materials - The use of TENCEL™ Lyocell fibers with REFIBRA™ technology highlights an opportunity for industries to invest in biobased materials that are gentle on the skin, provide strength and sustainability, and are less water-intensive than cotton.
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