Fashion / Digital Fashion
Marimekko premiers closed-loop textile production capsule on virtual influencer
Teaming up with Portuguese textile manufacturer Pedrosa & Rodrigues for the first capsule made using partly regenerated fibres from cutting waste and other leftover materials generated in the brand’s own production.
9 Dec 2022

In order to reduce the greenhouse gas emissions of the textile materials by 20% and the water scarcity score by 50% per kilogram of sourced textiles by the end of 2025 and even more by 2030, Marimekko has launched initiatives like the resale marketplace Marimekko Pre-loved in Finland. The fashion house recently also launched the first commercial capsule collection with Spinnova, featuring styles made from a denim-like material blend consisting of the Finnish sustainable fibre company’s wood-based material.

The next step is to pilot closed-loop circular economy textile production in its value chain. The first capsule sees three products which have been made using a minimum of 20% regenerated fibres from cutting waste and other leftover materials generated in the production of jersey products, set to launch next year. The project is made in collaboration with Portuguese textile manufacturer Pedrosa & Rodrigues which has been focusing on the development of closed-loop innovations for several years. The goal is not only to explore necessary ways to reduce the environmental impact of textile production but also to let external experts produce a lifecycle analysis of products using closed-loop fibres to support further work.  


As a prelaunch, Marimekko blurred the lines between physical and virtual when showcasing one of them, a hoodie, first on the virtual influencer @imma.gram during Slush in Helsinki. This hoodie will also premiere as a digital garment on Marimekko’s 3D avatar Mari on the brand’s immersive flower field inside the metaverse platform Decentraland.

— In the future, timeless and sustainable products will be made in balance with the environment, in line with the principles of the circular economy. Our upcoming capsule collection partly using regenerated fibre from the closed loop is an example of our long-term work towards achieving this goal. Through our material strategy including investing in new material innovations, our long-term ambition is to move towards fully circular materials that can be recycled several times without a decline in the quality or durability of the fibre, says Rebekka Bay, creative director at Marimekko.