Following a successful Kickstarter campaign, sustainable kids’ fashion label Jake + Maya has launched a new website, www.jakeandmaya.com.
The new site showcases the brand’s organic kidswear, which promotes ethical values and a “metamorphic” concept: garments that grow with the child, reducing waste and teaching important sustainability values.
A free extension service is part of the company’s ethos, so when a child has outgrown a Jake + Maya garment, it can be returned to the store to be altered – and mended if need be – before being returned to the customer.
“We live in a throwaway era, where many of our children don’t have the opportunity to break the cycle of waste that permeates our day-to-day activities,” says founder and designer, Tze Ching Yeung, who named the brand after her twins. “Our aim is to teach kids that there’s another way to live.
She continues, “Even by extending a garment’s lifespan by nine months, its carbon footprint is reduced by 20-30 per cent. Our clothing is loved, worn and re-worn, and the values of ‘make do and mend’ are passed down to the next generation.
“Currently, children’s clothing is both limited in design and sustainability. Launching Jake + Maya is my way of bringing fresh designs and ethical values to life.”
Each of the UK-made pieces features vibrant, organic patterned and plain fabrics, some of which are reversible, enabling kids to pick out their favourites to mix and match.
The clothing is available in small, medium and large, is gender neutral and has been tested by children.
Retailers and consumers can view the Jake + Maya collection at the following pop-up events:
• 14 October at LOVT, Berlin – with Little Pop-up
• 19-22 October at Art Bible, Amsterdam – with Pause Pop-up
• 3 December at Frome Independent, Frome
• 18-20 January at Pitti Bimbo, Florence – with Little Pop-up (trade only)