Denim brand Mavi is celebrating seven years of continued support of the Indigo Turtles Project, a partnership with the Ecological Research Society (EKAD) to help protect endangered sea turtles.
It’s an initiative close to the Turkey-based denim brand’s home and heart. Each year, Mavi designs and sells exclusive T-shirts to support the EKAD’s conservation efforts.
Available now, to mark the start of the nesting season for the sea turtles, this year’s T-shirt features an all-over geometric turtle print and a stitched “Save The Turtles’” tag on the hem. For every T-shirt sold at $28 a piece, five baby sea turtles are adopted and Mavi makes a contribution to the natural habitat of the Mediterranean Sea. Men’s and women’s styles are available.
The Indigo Turtles Project brings attention to EKAD’s research and promotes the importance of volunteering. The project’s aim is to protect Caretta caretta and Chelonia mydas, two species of sea turtles native to the Mediterranean that science says have existed for 110 million years. However, only 40 percent of hatching turtles reach the water and only one in one thousand survive.
The organization has succeeded in saving more than 850,000 turtles to date.
The project is one way Mavi is making efforts to give back to the environment. For S/S ’20, the brand debuted its most sustainable line, All Blue, which is developed and produced using innovative laser technology and sustainable washing techniques that use less water, less energy and less processing. The fabrics contain recycled cotton, organic cotton, and upcycled materials like post-consumer recycled cotton and recycled polyester.
Mavi is keeping that momentum going by expanding its line of denim containing recycled fibers, organic cotton and Tencel.