Sustainable with Teresa Perna, co-founder of MAYD IN CHYNA. Read the full interview here.
The brand is focused on how profits can be used to help our planet rather than destroy and exploit it. This also ties in with its choice of fabrics because once you start on a quest to help the planet, then you naturally gravitate towards searching for what is the least damaging in terms of fibres, processes etc. The brand is differentiated from other fashion brands because the fashion label was designed to be a catalyst for change and not just a fashion statement. In the design of this label the first priority was to create apparel that would produce the least amount of damage to all its surroundings and yet provide the good feeling and beauty that we all seek in a fashion piece. Under the umbrella of the most ethical business model we could create, this direction propelled it into looking for the best possible sustainable textiles, the best and least damaging processes, and designs and colours that would last a lifetime.
We particularly reach out to a customer who wants to become part of a new global awareness and solution for the issues affecting society, the environment, and animals.
"Specifically our end customer is someone that demands not only fashionable apparel but also quality and high end apparel that is unique and offers environmentally friendly options. Our customers have a strong awareness of social, economic and environmental issues and how they interconnect with lifestyle choices. As a result this customer does not make price the priority, but considers the other values added as the deciding factor to purchase. In research terminology, these customers are referred to as LOHAS – LIFESTYLE OF HEALTH AND SUSTAINABILITY (living a lifestyle that prioritizes health and sustainability). All of the above make for a customer who is forward-thinking, open minded, secure and confident in being who they and in their beliefs and values, and strong enough to follow their own distinctive fashion style regardless of fashion or societal trends."