New kidswear brand MAI (Making Animals Important) has designed a collection to help raise awareness of endangered elephants, which it is highlighting in the run-up to World Elephant Day on 12 August.

The population of Asian elephants has declined by at least 50% in recent times. Less than 50,000 are left in the wild, and Both Asian and African Elephants are now on the UN’s critically endangered list.

World Elephant Day aims to bring the world together to help elephants. It is a day to honour them; to spread awareness about the critical threats they are facing, and to support positive solutions to help ensure their survival.

 

 

MAI recently launched its first collection of ethical and organic kidswear for 0-8 years.

Tina Salt launched MAI in 2021 following a conversation with her four-year-old daughter, India-Mai, about endangered animals. With many years of experience and industry knowledge as a fashion buyer, and her second baby on the way, she was inspired to follow her dream of launching a responsible and conscious fashion brand.

The collection features endangered animal designs, including the Asian Elephant. Each piece uses soft, organic cotton and everything is 100% plastic-free, including the tags and packaging.

The slow-fashion, luxury range features unisex rompers; T-shirts; sweats; leggings and dresses. The brand uses organic fabrics and on-trend shades of soft grey, pink, and cream. Each item also features hand-drawn prints to highlight the animals’ stories.

 

 

The geometric elephant design is available across seven of MAI’s styles.

“It was so important for me to show my children and their friends how humans and fast fashion can damage nature and the animals we love,” says Salt. “MAI is a responsible fashion brand that is truly giving something back. Sadly, Asian elephants are some of the most critically endangered species in the world. I want MAI to shine a spotlight on these issues and encourage consumers to shop responsibly.”

MAI has committed to give 5% of all profits to Fauna & Flora International (FFI) to help endangered species. FFI has been at the forefront of elephant conservation since the 1970s.

MAI’s collection will be available to view at Autumn Fair on 5-8 September 2021 at the NEC, Birmingham. For further information, click here to visit the brand’s website.