Max Mara Takes Sustainability To The Next Level With Its Cameluxe Initiative
That particular shade of brown called camel is practically synonymous with the Max Mara name, but now the luxury house has set its sights on a new colour - green. Being green, that is. Max Mara is going circular and embracing the upcycling approach with its Cameluxe initiative. Described as "a new frontier for mindful fashion", through Cameluxe the Italian label seeks to reduce waste by giving a new lease of life to fabric offcuts, while also minimising its impact on the environment and maximising the efficient use of resources.
The creation of Cameluxe involves three steps. First, recovered materials are gathered and sorted from manufacturers in Italy, then transformed through a mechanic process into very fine fibres, and finally blended with recycled polyester to generate a high-performing insulating material that can be processed into padding. Cameluxe has been used in 11 designs from Max Mara's The Cube Spring/Summer 2020 collection, from a gilet to a parka to a cape.
Developed by Max Mara with technology provided by Veneto-based company Imbotex Lab, the manufacturing process is less impactful in terms of energy consumption, waste production, water usage, and carbon dioxide emissions. The Cameluxe process is also carried out under the Global Recycling Standard, which supports responsible and sustainable product development in the textile industry, and ICEA, a non-profit institution that ensures organisations operate in line with sustainable standards for the environment and people.
