“Everything starts with the first stone laid”

https://us.maje.com/en/shop-by-first-stone/

Maje is launching “First Stone” – a sustainable capsule collection of denim. “We’re taking our first step, throwing our first stone, to take a more ethical approach towards eco-friendly fashion”. Why “First Stone” we thought to ourselves? Well, because, all major projects start with a first step – and the first stone is theirs. This is their first hurdle, and from here, the rest will follow. Maje’s first step towards sustainability starts with the most wasteful process in fashion: the manufacturing of denim. Adopting the new stone (wash technique), the brand was able to reduce all resources of the production process, such as, water by up to 95%, chemicals by up to 50%; and energy by up to 79%. “While it’s not perfect, it’s a start” claims Parisian eco-friendly brand. Already using recycled wool in select products and working towards using organic cotton (one of the most chemical intensive crops when grown conventionally) – the brand is really shifting their efforts towards creating more environmentally friendly fashion.

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FIRST STONE: Everything starts with the first stone laid. And it’s from here – this first hurdle – that the rest naturally follows. We’re taking our first step to take a more ethical approach towards eco-friendly fashion and starting with the most urgent. One of the most wasteful production processes in fashion: denim. By adopting new stone-wash techniques, we have been able to reduce all resources. Water, chemicals and energy. Now, Eco-wash jeans represent 95% of our collection. Our first step is a commitment. This is our way of making progress, step by step, towards a more sustainable approach to fashion and our collections. We are working to evaluate other elements in the production process that we believe we can make more sustainable; wool, cotton, viscose, packaging, transport to name a few. It’s not perfect but it’s a start – the first stone. #Maje #MyFirstStone #Denim #SustainableFashion #EcoWash #Sustainability

A post shared by Maje (@majeparis) on Oct 22, 2019 at 11:41am PDT

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FIRST STONE: Everything starts with the first stone laid. And it’s from here – this first hurdle – that the rest naturally follows. We’re taking our first step to take a more ethical approach towards eco-friendly fashion and starting with the most urgent. One of the most wasteful production processes in fashion: denim. By adopting new stone-wash techniques, we have been able to reduce all resources. Water, chemicals and energy. Now, Eco-wash jeans represent 95% of our collection. Our first step is a commitment. This is our way of making progress, step by step, towards a more sustainable approach to fashion and our collections. We are working to evaluate other elements in the production process that we believe we can make more sustainable; wool, cotton, viscose, packaging, transport to name a few. It’s not perfect but it’s a start – the first stone. #Maje #MyFirstStone #Denim #SustainableFashion #EcoWash #Sustainability

A post shared by Maje (@majeparis) on Oct 22, 2019 at 1:06pm PDT

Their Vision:

Winter 2019

• Eco-wash jeans: 95% of the collection
• Coats made from recycled wool: 47% of the collection
• Faux fur: 100% of the collection

Summer 2020

• Eco-wash jeans: 100% of the collection
• T-Shirts made from organic cotton: 70% of the collection

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@thomsenmichaela‘s First Stone is to create an organic and eco friendly beauty brand. And you, what’s your First Stone? #Maje #MyFirstStone #Denim #SustainableFashion #EcoWash #Sustainability

A post shared by Maje (@majeparis) on Oct 27, 2019 at 3:33am PDT

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NURIA VAL / Spain / @frecklesnur In 2018, she founded a cosmetics brand that celebrates natural beauty. Her mission is to connect people to their environment via a range of 100% plant-based products. And encourage us to celebrate who we are. She embodies First Stone with Michaela and Bianca. Three committed women, from all over the globe, spearheading initiatives to protect the environment, and also seeking to make progress, towards a new way of doing things. Creative, sincere, brilliant, humble and unique, they recall their “first stones”. #Maje #MyFirstStone #Denim #SustainableFashion #EcoWash #Sustainability

A post shared by Maje (@majeparis) on Oct 23, 2019 at 10:27pm PDT

The First Stone collection is the brands way of making their game-changing commitments and initiatives public. No manifesto – that’s not their style – but instead, the denim capsule collection was launched by three inspiring young women, Bianca Valle, Nuria Val and Michaela Thomsen, who embody this widespread movement towards an eco-friendly wardrobe. Three committed women spearheading initiatives to protect the environment and seeking to make progress towards a new way of manufacturing and creating. Bianca is based in the USA and is an artist, writer and nutritionist who is committed to positively affecting climate change through her work. Nuria Val is from Spain, she founded a cosmetics brand that celebrates natural beauty. Michaela Thomsen is a French former-model who is the co-founder of a natural skincare line.

Creative, sincere, brilliant, humble and unique, they recall their “first stones” – what gave them the courage to do things differently. And we’d like to encourage you all to start with your first stone. Check out the campaign video talking you their game changing moments –