Max Mara Launches Sustainable Line

The company has teamed up with yarn maker Saluzzo Yarn for a special project under the Weekend Max Mara label.

MILAN — The Max Mara Group is reinforcing its commitment to sustainability.

This story first appeared in the December 31, 2013 issue of WWD.  Subscribe Today.

The company has teamed up with yarn maker Saluzzo Yarn to launch a special project under the Weekend Max Mara label, the Italian fashion group’s brand focused on practical yet chic outfits for off hours.

Starting in January, 1,500 stores in the world will sell four pieces as part of the Weekend Max Mara spring collection, all made of a high-tech fabric produced with Saluzzo Yarn’s Newlife, a technologically advanced range of recycled polyester yarns made from plastic bottles.

The graphic pieces, all with micro or maxi jacquard houndstooth patterns, will include a flared trench, a boxy collarless jacket, a T-shirt and a pencil skirt. Retail prices will range from $220 to $700.

“We are very satisfied with this project, which is innovative, responsible, fashionable and proudly Italian,” said Max Mara Group fashion director Laura Lusuardi, who said that the clothes will feature a customized tag “to make customers completely aware of this project.”

“This collaboration grew out of Max Mara’s decision to recognize the high quality of the fabrics produced with Newlife,” said Saluzzo Yarns chief executive officer Stefano Cochis. “Max Mara confirms that with Newlife it’s possible to develop fabrics that are not just sustainable but also extremely beautiful, marking a huge revolution for the eco-friendly industry.”

To develop the Newlife platform, Saluzzo Yarn created its own directly controlled supply chain, including a company collecting plastic bottles in northern Italy and a factory converting the plastic into 100 percent recycled polyester through a mechanical process with low environmental impact. Then Saluzzo transforms the polymers into high-quality yarn, which can also be treated to be antibacterial, UV-resistant and breathable.