Tina Salt, a mum from Birmingham, launched unisex kidswear brand MAI (Making Animals Important) in March 2021; one year on from being made redundant from her role as a buyer in the fashion industry.

With a clue in the name, MAI’s first range features unique endangered animal designs. It showcases the Amur leopard and Asian elephants as well as the bumblebee. The brand also uses organic cotton and is completely plastic-free, including the tags and packaging.

MAI’s message is clear; teaching children to be responsible with nature and wildlife.

 

 

Salt, previously with high street brands River Island and Cath Kidston, was made redundant from Romans Originals at the start of the pandemic. However, a conversation with her four-year-old daughter India-Mai about endangered animals – along with a second baby on the way – sparked inspiration to launch her own responsible fashion brand.

 

 

MAI’s slow fashion, high-quality pieces are available for ages 0-8 years.

“It was 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 will give something back; 5% of profits will go to Fauna & Flora International to help endangered species. Plus, we have pledged to help WeForest to restore damaged ecosystems by growing new trees (enough to fill a football pitch within two years).

 

 

“Sadly, the Amur leopard and Asian elephants are some of the most critically endangered species in the world. The humble bumblebee also has a huge impact on how the natural world functions, pollenating plants and flowers. I want MAI to shine a spotlight on this issue through my knowledge and experience in the fashion industry.”

 

 

MAI designs and manufactures sustainable, fashionable kidswear with a conscience. The brand is also GOTS certified.

The new luxury range includes unisex rompers, T-shirts, sweats, leggings and dresses. These are available in on-trend soft pinks (not just for girls), greys and cream organic fabrics. Each item also features hand-drawn prints to highlight the animal’s stories.

The range is currently available exclusively via the brand’s website. However, plans are to expand into wholesale.