Our way of thinking forward
Before, during & after
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At Mama;licious, we stand for motherhood, but we also want to stand for good and considerate fashion. That is why we create purposeful pieces to be loved now and beyond just one season.
Creating clothing that lasts beyond a season, is a guiding principle for us. We know that our customers care about the clothes they buy - besides feeling comfortable and looking good - also have been made with respect and consideration for our surroundings.
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before. during & after is our concept built on the belief and philosophy that producing and designing high-quality clothing gives our garments a longer lifespan.
Today, there is a new need and way of doing things, and as a fashion brand, we feel committed to getting involved and looking into how we can create with consideration – thus our concept; before. during & after.
We strive to participate in a positive change for maternity wear which is why several of our styles are designed around this principle.
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Certified & Branded materials
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We are dedicated to keeping up with the latest trends and developments towards change. From the design process to the final product - we talk about - and define the materials we use in our products as ‘Certified and Branded materials’ - and make it a part of our brand identity to include as many certified and branded materials as possible.
Our dedication
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We want to design, produce and do better.
As a brand within the BESTSELLER family, Mama;licious actively takes part in the overall Fashion FWD sustainability framework - the overall goals we set to bring fashion forward.
For more information regarding sustainability, human rights, supply chain management, materials, investments and more, or to see our public factory lists and Fashion FWD progress reports, please visit bestseller.com/sustainability
How to recognise our styles
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By now, at least 70% of our styles are made with branded and certified fibres. The primary fabric in the styles contains at least 50% certified and branded fibres. For recycled cotton, the amount is 20% and for recycled wool, it is 30%.
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To us, identification is a key factor. Our garments with certified and branded fibres can therefore be identified by a hang tag that communicates the garment’s composition. An initiative created to make it more transparent and easier to identify our certified and branded styles.
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All of the styles in the following categories are produced with certified and branded fibres.
- Outerwear
- Basic collections
- Swimwear
- Lingerie
Small steps with big impact
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We hope that we, with our ongoing concepts and approaches, can help our garments last
longer and be cherished beyond a single season. Below we present the small steps, we have taken so far, and the goals we have for the future. We are still looking for ways to improve, on this journey.
2023
- The resell-label: Adding a re-sell label to our garments to make it easier for our costumers to pass on or re-sell our products.
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- Continue to source parts of our cotton through the direct-to-farm project. When sourcing through direct-to-farm, we know where our raw materials come from and the communities that grow them.
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- Continue our journey to purse BESTSELLERS FWD strategy and initiatives.
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2024
- We will source 70% of our polyester from recycled polyester.
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- We will source 60% of our cotton from organic, recycled or in-conversion cotton.
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- 100% of our viscose will be sourced from certified or branded fibres such as LENZING TM and ECOVERO TM.
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- We will continuously source and use new innovative materials and fibres such as Flax BioFibre TM, which is a fibre made from agricultural waste.
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Get to know our certified & branded materials
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The materials, we use are a direct reflection and example of the footsteps we are taking towards a more responsible agenda.
We source 100% of our cotton from certified and/or branded alternatives such as: Organic cotton, recycled cotton, and Better Cotton.
Organic
Organic cotton &
In-conversion-cotton
Innovative
LenzingTM EcoveroTM fibers
TencelTM modal
TencelTM lyocell fibers
Livaeco by Birla CelluloseTM
Carbon zero TencelTM modal
Recycled
Recycled wool
Recycled nylon
Recycled cotton
Recyled polyester
The EU Eccolabel
Many of our basics are EU ecco label certified
*Our garments with certified and branded fibres are identified by a hangtag that communicates the garment’s composition.