Maium is a Dutch sustainable vegan outerwear brand founded with the aim to blend tech wear and fashion with innovative design. The brand stays true to its claim of offering durable jackets, whose signature is a zipper on each raincoat that help transform it into a bike poncho.
The brand’s claim is to produce in the most resource-friendly way possible by offering durable, waterproof unisex coats made of recycled, PFC-free plastic, completed by a lining made of certified organic cotton.
Maium’s packaging is environmentally conscious as its poly bags are biodegradable and the boxes it uses are made with recycled, reused and reusable carton. Along with it also lining and taping are made from recycled materials, and none of its garments hold any animal products.
In 2022 the company has recycled more than a million plastic bottles into its raincoats and within the next two years they expect to grow to a level they will recycle five million plastic bottles each year.
Even though growth ambitions are an inherent part of Maui’s strategy, their production supply is tailored to demand as overproduction or dead stock is not in their dictionary and neither is sale.
In line with the shared blueprint as defined in the United Nations Sustainable Development Goals, Maium adopts practices to strive for gender equality (5), decent work and economic growth (8), industry innovation and infrastructure (9), sustainable cities and communities (11) and responsible consumption and production (12).
Starting from f/w 2022 Maium, besides its adult collection, is also launching its first Kids collection, consisting of the Poncho, Original and Puffer styles, available in multiple colors.
All styles of this season’s collection are inspired by a retrospective collection of prehistoric art mixed with inspiration from the futuristic multimedia concepts, technologies and utilitarian design, with the ambition to take consumers from the past to the future.
For adults, Maium is launching the padded duffle coat this year, inspired by the classic duffle style that originated in the British Royal Navy, though reissued in a high-tech version. Also, new is Southwestern Hat, a waterproof and padded style with a slanted brim that is longer in the back than in the front to ensure a dry and safe path.
For its f/w 2022 campaign, the brand chose Amsterdamse Bos as its setting. This unique landscape park was created in the early 1930s with the intention to be an ideal mix of natural parkland and opportunities for recreation and relaxation. The park is still one of the most important natural and recreational areas in the greater Amsterdam area. It offers a special and diverse wealth of flora and fauna. At a time when cities are becoming busier, faster and more virtual, urban parks, like the Amsterdamse Bos, offer peace and quiet in the city, which seems to be more necessary today than ever.
The brand is sold online and through the brand’s own website at consumer prices ranging between €99 for a body warming vests and €299-€399 for puffer jackets. Accessories range from €35 for gloves to €179 for bags.