For the eighth consecutive year, Mavi is supporting endangered sea turtles native to the Mediterranean through a focused charitable collection.
The Turkish denim brand brought back its turtle-themed T-shirt as part of the Indigo Turtles Project it initiated in partnership with Turkish environmental organization Ecological Research Society (EKAD). Launched in 2014, the project sets out to protect Caretta caretta and Chelonia mydas, two species of sea turtles that science says have existed for 110 million years and face an uncertain future: Only 40 percent of hatching turtles make it home to the ocean, and only one in a thousand survives.
Each year, Mavi designs and sells exclusive T-shirts to support conservation efforts. This year’s design mimics last year’s, with an all-over blue geometric turtle print and a stitched “Save The Turtles’” tag on the hem. Past styles have featured turtle illustrations with a water-color effect accompanied by the words “Indigo Turtles.” In 2015 and 2016, the brand partnered with Turkish denim mill Orta Anadolu to bring the collection to life.
T-shirts are available for $28 and come in men’s and women’s sizes. The purchase of one T-shirt saves five baby sea turtles. EKAD has helped more than 1 million turtles make it to the sea and grow the number of nests from 500 to 3,200 since the organization began its efforts.
Mavi’s commitment to the environment extends beyond its partnership with EKAD. Last year, it released its sustainable All Blue collection featuring natural materials like Tencel, organic cotton and recycled fibers that lower the burden placed on the environment. The range is produced using water- and energy-saving laser technology and eco-conscious washing techniques.
Mavi’s T-shirt initiative joins a slew of others produced by denim brands in support of local nonprofits. Earlier this month, Abercrombie & Fitch collaborated with Ohio-based artist Francesca Miller on a range of T-shirts celebrating Black joy. To coincide with the collection, the company donated $35,000—the capsule’s anticipated net proceeds—to The Steve Fund, an organization that supports the mental health of young people of color.
Earlier this year, Citizens of Humanity and Universal Standard honored Mother’s Day with T-shirt collections that benefitted Every Mother Counts (EMC), a maternal health nonprofit organization.