Translated by
Nicola Mira
Mar 28, 2019
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Max Mara goes green with upcycled eco-padding for coats

Translated by
Nicola Mira
Mar 28, 2019

Italian label Max Mara is going circular and embracing upcycling in the production process with its CameLuxe recycled fabric offcuts project. The project was presented on Tuesday in Milan at the forum on sustainable development organised by the Italian Fashion Chamber. With CameLuxe, Max Mara aims to reduce waste by giving a new lease of life to fabric offcuts, while respecting the environment.

Max Mara’s CameLuxe ecological padding is made from offcuts from the label's coat production - Stefano Trovati/SGP

Max Mara is renowned for its iconic camel-hair and cashmere overcoats, and has been mulling about the production process for its signature item, which generates unused offcuts of valuable fabric. 

“We worked for a year and a half to develop this project, thanks to which we are now able to re-utilise the offcuts and create a new insulating material called CameLuxe. The material will be used from 2020 in some models of our The Cube padded overcoat line,” said Elia Maramotti, a member of the third generation of the family that founded Max Mara, speaking to FashionNetwork.com.

The recycled fabric is collected and sorted at the group’s factories in Italy, then transformed into ultra-fine fibres and combined with recycled polyester, generating an insulating material which is ready to be processed into padding. The industrial process has been developed by Max Mara with technology provided by Imbotex Lab, a Veneto-based company specialised in the production of textile padding.

The prototype of an overcoat from Max Mara's The Cube line, made using CameLuxe - ph Dominique Muret

“CameLuxe is produced at our factories using low environmental impact methods in terms of energy and water consumption, waste generation and CO2 emission. CameLuxe is a thermal insulation material generating high-performance padding which maintains the same properties of the virgin fabrics used, and doesn’t require new raw material consumption,” said Elia Maramotti.

“The production process, for which we have filed a patent application, enables us to create a highly resilient material, with extraordinary elasticity and resistance properties, and with great thermal insulation capability,” stated Max Mara in a press release.

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