As we step into the new decade, Max Mara has introduced a sustainable solution for the future of fashion: an ultra-fine insulating technology which uses repurposed materials, named Cameluxe.
Made in Italy, Cameluxe is a new frontier for mindful fashion — where discarded camel hair fabrics are upcyled from Max Mara clothing to create a new material. Limiting consumption, the new insulating pad is then used to produce fresh statement pieces which include outerwear and accessories.
The latest innovative project from The Cube, the brand’s pioneering project for forward-thinking contemporary apparel, Cameluxe is made through a process that is less impactful in terms of energy consumption, waste production, water usage and CO2 emissions, signaling a shift toward more eco-friendly fashion.
The material is made in three steps; first, recovered materials are gathered and sorted from manufacturers in Italy; secondly, they are transformed through a mechanic process into very fine fibres. Lastly, the fibres are blended with recycled polyester, creating a high performing insulating mix, ready to be processed to create the pad.
The Cube SS20 collection features 11 styles that incorporate Cameluxe in their design; from a water-repellent gilet in soft caramel to a plush padded parka coat in navy blue, each piece blends luxury style with sustainability. A huge step forward for fashion in 2o2o.
Discover Cameluxe in Max Mara’s Mall of the Emirates and The Dubai Mall stores, or at World.maxmara.com