M.M.LaFleur is doubling down on its environmental commitments, launching eight new styles showcasing new sustainable fabrications.
Consisting of long and short sleeved dresses, skirts and culottes, the line of evergreen and seasonal staples from the direct-to-consumer womenswear brand is made from two eco-conscious materials, debuting for the first time this spring.
Recycled WonderTex, a reimagined version of an M.M.LaFleur fan favorite, is now being produced using recycled plastic bottles. The innovation was two years in the making, as it needed to hold up to the same standards for durability and performance—including high stretch, machine washability and wrinkle resistance—as the original formulation. M.M.LaFleur said the fabric has been Global Recycled Standard certified, and has also received the Oeko-Tex 100 stamp of approval.
Meanwhile, a heavy crepe fabric made from wood fibers also makes an appearance in the line. Harvested from sustainably managed forests, where trees are farmed to guarantee reforestation, the cellulosic fabric is used to craft drapey dresses and wide-leg trousers.
Earlier this spring, M.M.LaFleur also re-released its best-selling Chadwick sweater, which is made locally in New York City on 3D knitting machines to promote minimal waste. Since 2018, the company has partnered with Fabscrap, which collects, sorts and recycles any of its pre-consumer production scraps from the cutting room floor so that they can be re-spun into new yarns and upcycled into garments. So far, M.M.LaFleur said the partnership has helped it save 6,478 pounds of would-be waste from landfills.
Over the past decade, the company has nurtured a value proposition built on the idea of a versatile, long-lasting capsule wardrobe. Many of its staples are basics meant to be mixed and matched for a variety of wearing occasions.
M.M.LaFleur also promotes at-home care for garments, rather than dry-cleaning, with nearly half of its styles built to be machine washable. Consumers can also avoid sending their items out for service by using products from partner The Laundress, which are made to freshen and remove stains from garments at home.