Marimekko presented its new product category, Marimekko Maridenim, as part of the Fall/Winter 2024 show at Copenhagen Fashion Week. Marimekko’s high-quality denim is available in three fits: straight, wide, and barrel leg, and includes two complete looks featuring the beloved Unikko print.
Marimekko Maridenim was designed by following The Jeans Redesign guidelines by the Ellen MacArthur Foundation, which are made publicly available for the fashion industry to use. 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 monomaterial 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. The hardware is not finished with electroplating, as per the recommendations by The Jeans Redesign guidelines. Both the wash, finish and chemical use of the garments follow the guidelines, including abstaining from stone washing or the use of Potassium permanganate.
“For the Fall/Winter 2024 season, we create a captivating play between opposites: past and present, concrete and delicate, and the idea of dressing up and dressing down. The highlight of the show, in addition to celebrating the 60th anniversary of Unikko, is the upcoming launch of Marimekko Maridenim, which feels like the most natural continuity to Marimekko’s lifestyle offering. Throughout the year 2024, we continue to feature Unikko in dialogue with ideas and visual cues that are unexpected and even surprising”, says Rebekka Bay, Creative Director at Marimekko.
The Marimekko Maridenim will be in stores in August 2024.
Photo: James Cochrane