Jake + Maya invests in sustainability
Kidswear brand launches crowdfunding campaign to support new sustainable collection.
By Laura Turner
14 March 2017
Created in response to growing textile waste, the brand has reinvented itself in a bid to lead the kids' fashion industry in sustainability, focusing on forward thinking approaches to design and less wasteful production processes.
“As a mum of twins, I find it really frustrating to see the huge volume of clothing that we are regularly compelled to dispose of,” says Tze Ching Yeung, creative director at Jake + Maya Kids. “Children grow fast, leaving piles of good clothing that has just been outgrown.
“Inspired by my children, we designed a collection that could last longer by growing with kids. By extending a garment’s lifespan by nine months, its carbon footprint gets reduced by 20-30 per cent.”
Centred round the ethos of creating ‘Slow Fashion for Fast Growing Kids’, each item has been designed to last longer. Highlights include bespoke waistbands on trousers, longer hems and cuffs, and adjustable features to extend wearability through growth spurts, all of which have inspired the collection’s name; ‘Metamorphosis’.
Prints are gender neutral and many items are unisex. Garments can be personalised to encourage individuality and freedom to experiment, with key designs being multifunctional and reversible.
“The kids and parents we’ve shown love our prints and styles," continues Yeung. "It was really important to us that the collection was still really easy-to-wear and fashionable, as well as being better for the environment."
Jake + Maya Kids upholds an ethical production process, working in partnership with local UK producers and social enterprises and using only sustainable and organic materials. The collection also utilises zero waste design techniques to vastly reduce waste during production.
“The textile industry is currently the world’s second most polluting industry, right after the oil industry,” concludes Yeung. “In traditional manufacturing, up to 30 per cent of textile is wasted. Our aim is to reduce our waste to almost nothing.”
The most popular items can be pre-ordered as part of the Kickstarter campaign, with the full collection of almost 40 items being made available in summer.
The crowdfunding campaign, which starts today (14 March), runs until 13 April 2017.
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