Maje | Stylish, sustainable denim is the first stone

Around six billion pairs of jeans are produced every year, and close to 30% of those are never worn. Not only that, but denim production has raised ethical and environmental concerns for its high water and energy use for years. For Parisian brand Maje, that made it a natural starting point from which to spark lasting change – namely, an eco-friendly collection, First Stone.

The capsule’s name references the first laying of a stone on the road to responsibility, and the brand hopes this green initiative will be the catalyst for many more sustainable collections to come.

Comprising seven, largely denim pieces, the First Stone collection is distinctly laid-back in tone. From the miniskirt dotted with white stars to the collarless baby doll dress, it strikes the balance between classic cool and subtle femininity. Elsewhere, high-waisted jeans and flared shorts are set to become your new wardrobe staples, while the collection’s star piece, a fringed over-sized denim jacket, is the perfect trans-seasonal hero. Paired with the paisley-patterned boxy shirt and a pair of espadrilles, each piece offers easy spring styling.

What’s more, each one has been made with its environmental impact in mind. Swapping conventional denim techniques for new stone washing – a manufacturing process which creates a worn-out appearance, and greatly reduces resource use – Maje have created a collection that not only exudes timeless cool, but one which uses up to 95% less water, up to 50% less chemicals and up to 79% less energy.

Discover the First Stone collection in the Maje boutique or via Virtual Shopping now.