MATURELLI is the first Georgian brand that is reforming the way of producing fashion in order to accelerate the transiting towards circular fashion.
Circularity can be defined as fashion products that are designed, sourced, produced and provided with the intention to be used and circulate among its users for as long as possible, in an environmentally safe manner, where renewable energy sources are prioritized and environmental impact is prevented or minimized.
Our circular practices are represented in use of leftover, dead stock and defected fabrics from big factories in Italy.
The textiles industry is highly reliant on non - renewable resources across all stages of the value chain. The industry relies on 98 million tonnes in total of non-renewable resources per year. If the global population rises it will require a 60% increase in agricultural production in order to feed everyone, which, as with the case of water, will result in the dilemma of whether to produce raw materials for textiles or to grow food for an increasing population.
Collections reflect deep history and heritage of Georgia via embedding elements of Georgian costume and vivid colors. Each piece is handmade tailored in Tbilisi with love and purpose. Many of our products are made in single copy because we do not seek to keep the entire volume in stock, as this is contrary to the process of our reformation. We enable buyers to choose an exclusive fabric available at our supplier’s stock.
At the core of our strategy is a rewarded (30% discount on a next purchase) garment collection initiative through which we collect unwanted clothes from our customers and give them a new life through reuse, re-wear or recycling. Most important step of this action is closing the loop of production and consumption.