Our skin is our largest organ; as we go about our daily lives, our pores open, and our bodies ingest damaging toxins. At MAATSUYKER, we strive to protect our consumers and the environment, shunning harmful petrochemicals and synthetics in favour of natural fabrics. MAATSUYKER knits are made from pure wools using whole of garment machines which produce no material waste, and our tees and base layers are made from ultra fine merino + Tencel.
*NIELSEN RESEARCH, 2018
There is a growing awareness of the importance of making our planet cleaner, fairer and safer. Consumers are increasingly attracted to brands which place sustainability high on their agendas; this is especially true of younger consumers, who are increasingly interested in working for - and purchasing from - brands which are environmentally and socially responsible - concerns thrown into sharp relief by COVID-19, which presents as a strategic inflexion point.
Already consumers across different countries are raising their expectations of apparel brands during the pandemic, and responding positively when brands demonstrate social responsibility, give back to communities in need, and prioritise environmental sustainability.
"The recovery from COVID-19 will hasten previously emerging trends across industries - from the prevalence of remote work, to adoption of e-commerce and home delivery services, to the importance of purpose and values in major brands. And specifically for apparel, footwear, and textile, all trends point to sustainability solidifying as a basic expectation across the industry. Early signals suggest that a global health crisis will increase overall consumer demand for products closely associated with trust, well - being, and the collective good - particularly in categories such as food and nutrition, but also in beauty and fashion, which are considered 'close to the body'. As consumers spend less money but more consciously, the expectation for sustainability, fair working conditions, and ethical action within supply chains will become absolute necessities."
Sustainable Apparel Coalition, 2020
Australian merino is the finest, softest wool in the world. Its natural benefits are so great that no other fibre - natural or man-made - can match it. Synthetics are industrially produced from non-renewable fossil energy whereas merino is a natural fibre grown year - round, on a simple blend of natural ingredients - sunshine, water, fresh air and grass. Every year, they produce new fleece, making wool a completely renewable fibre. Arguably the oldest known animal fibre, wool is composed of a natural protein called keratin - the same protein found in human hair - with a small amount of calcium, sodium and fat % natural, renewable and biodegradable, Australian Merino wool is famous worldwide for its next-to-skin softness, strength, innate versatility and technical benefits.
Wool is 100% natural— grown year round by Australian sheep, on a simple diet of water, air, sunshine and grass. It is 100% biodegradable— when wool is eventually disposed of, it naturally decomposes, slowly releasing its valuable nutrients back into the earth. And it is 100% renewable— every year, Australian sheep produce new fleece,
meaning merino is completely renewable