Marimekko launched its first-ever denim collection, Marimekko Maridenim, on August 6, 2024. The expansion to denim marks an entirely new product category for Marimekko, which will act as the newest canvas for our art of printmaking. Designing the Maridenim products, we followed the Ellen MacArthur Foundation’s Jeans Redesign Guidelines, which are based on the principles of a circular economy.
“When we first started to think about denim, it felt as the most natural continuity to our existing lifestyle assortment – a hardworking wardrobe staple that can be dressed up with heels, mixed with stripes, tucked in with a shirt, or layered with prints. Marimekko Maridenim provides us with a fresh canvas for creativity, which only grows better with time”, says Emmakaisa Kirves, Design Director, Ready-to-wear & Bags & Accessories at Marimekko
Marimekko Maridenim first premiered during Copenhagen Fashion Week in February 2024 as part of Marimekko’s Fall/Winter 2024 runway presentation. The much-anticipated category launch includes timeless high-quality denim with signature styles featuring the iconic Unikko pattern by Maija Isola, which celebrates its 60th anniversary this year.
Marimekko’s premium denim comes available in three fits: straight, wide leg, and barrel leg, and four classic shades: mid indigo, light indigo, black and washed black. The printed styles with Unikko are the result of a laser-marking technique that uses heat instead of water to create the printed effect on the surface.
Maridenim is part of Marimekko’s continuous collection and in future we will launch new colors and finishes to complement the core assortment.
About Ellen MacArthur The Jeans Redesign guidelines
Marimekko Maridenim was designed by following The Jeans Redesign guidelines by the Ellen MacArthur Foundation. Based on the principles of a circular economy, The Jeans Redesign guidelines were developed with input from 80 experts across industry, academia, and NGOs to encourage leading brands, mills, and manufacturers to transform the way jeans are designed and made so that they are used more, made to be made again, and crafted from safe and recycled or renewable inputs.
The Marimekko Maridenim collection follows The Jeans Redesign guidelines by working with 100 percent mono-material cotton with no stretch, of which 80 percent is organic cotton and 20 percent recycled cotton. Marimekko Maridenim is made with minimal use of hardware, including the use of removable buttons and no rivets, and the hardware used is finished with AcroPlating®. The wash, finish and chemical use of the garments follow also the guidelines.
