Malwee launches sustainable jeans and new brand positioning that encourages conscious consumption


Malwee launched Malwee Jeans, “the most sustainable jeans in Brazil”. The fashion brand that caters to the child, male, female, and plus size segments, and is present in more than 20 thousand points of sale across the country, has just joined Texbrasil (Program for the Internationalization of the Brazilian Textile and Fashion Industry) the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Export and Investment Promotion Agency).

The novelty is produced at LAB Malwee Jeans, at the brand’s factory in Jaraguá do Sul, a city located in southern Brazil, the only laboratory in Latin America that produces jeans in a totally innovative way. The difference in technology is the use of laser capable of developing products with a reduction of up to 98% of water and without chemicals harmful to the environment, such as permanganate. The result is a sustainable product, which also features flex jeans technology – maximum comfort and greater durability. 

Malwee is already known for pioneering sustainability. The company uses PET mesh in the production of clothing – it has already removed more than 50 million bottles from the environment – and defibrated cotton, which is produced from the recycling of knit waste. In addition, it invests in finishing processes that allow saving water volume, as in the case of dyeing neon colors.

Malwee Jeans is the result of the company’s new brand positioning, the “Moda Sem Ponto Final” campaign. Now, Malwee, recognized by the Fashion Transparency Index (2019) as one of the 20 most transparent in the world, launches four major annual collections.  The lines are entitled “Summers”, “Winters”, “Autumns” and “Springs” and bring timeless pieces, which can be repeated every year. The idea is to promote the desire for a smarter wardrobe, enabling the repeated use of pieces and extending the life of the clothes.

“Is it really necessary to invest in a new wardrobe every season? Can’t what we buy this spring be repeated the next? This is the reflection we are bringing to the consumer and the fashion industry in general”, says Patricia Calixto, Institutional Manager at Malwee, about the launch of the new positioning.

The manager also explains that she considers it a company’s responsibility to provide more intelligent consumption alternatives to ensure the least possible impact of our segment on the planet’s sustainability. 

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and clothing sector to develop strategies to conquer the global market. Over nearly 20 years, it has helped around 1600 brands to enter the export trail, making USD 9 billion in business. The Program is carried out through a partnership between Abit (Brazilian Textile and Apparel Industry Association) and the Brazilian Export and Investment Promotion Agency (Apex-Brasil).

Denim, Malwee, sustainable denim