Positive fashion: Maggie Marilyn introduces circularity-first wear-now-recycle-later basics

Maggie Marilyn Somewhere basics collection

Here’s a very cool concept I can get on board with. Maggie Marilyn, known for its sustainable but high-priced designs is introducing a new lower-priced offer of direct-to-consumer elevated basics. Think boxy blazers, organic merino wool sweaters and the perfect white jean.

While the proportions and fabrics look great, the ‘Somewhere’ concept goes further. Marilyn will introduce a “take-back scheme” in 2021, allowing well-loved pieces to be sent back to be recycled into new ones. This circularity-first concept (similar to For Days) feels like a real shift in how we consume.

Maggie Marilyn Somewhere basics collection
Maggie Marilyn
Maggie Marilyn Somewhere basics collection

Maggie Marilyn is a new name to me and although there are lots of sustainable and ethical start-ups around now with noble values at their core, I find I can only engage if the branding and attention to detail are on point. If the attention to photography and packaging are as rigorous as the product design and finish, then I feel reassured that this is a company that’s going to last the distance and thus is worth investing my money and emotional energy in. Yes, I’m an overthinker!

I like the minimalist branding and timeless photography used for the Maggie Marilyn ‘Somewhere’ collection and also the diversity of the model casting. As a consumer, you don’t really consider the cost of shooting four different models instead of one. Not just the cost of the talent but the fact it takes four times longer so the cost of the photographer, studio etc goes up as well. But those are the kind of considered details I appreciate, especially with ecommerce. It makes it easier for me to shop, so it means I’m more likely to hit the buy button. On this winter white ensemble for example…!

Maggie Marilyn sustainable white jeans
Maggie Marilyn Somewhere circularity basics collection

Read more about Maggie Marilyn here. Shop the post here. Read my posts about circularity here.

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Maggie Marilyn
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