Yahoo Lifestyle EXCLUSIVE: MCM Launches Capsule Made From Mirum Leather Alternative
PARIS — German luxury accessories brand MCM is stepping up its sustainability credentials by launching a capsule collection made from Mirum.
Mirum is a plastic-, fossil fuel- and water-free alternative to animal leather, which is also recyclable.
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“MCM is the leader of a ‘new school of luxury,’ where sustainability is our ultimate goal enabled by our digital transformation. For us, our efforts toward sustainability include enhancing business efficiency and working to reduce environmental impact. As a leading luxury fashion house, MCM is committed to contributing positively to society and the environment,” said MCM chair and chief visionary officer Sung-Joo Kim.
The capsule collection will feature the vegan revamp of its classic Himmel Shopper tote in two sizes and the black colorway, which uses plant and mineral pigments. It’s also made with a nontoxic, plant-based alternative to the traditional curing method for leather.
It was a two-year process to develop the MCM and Mirum bag. “This development reflects MCM’s ongoing efforts to incorporate more responsible practices across the brand,” the company said.
Mirum is made in the U.S. by biomaterials company NFW using repurposed agricultural materials including natural rubber, plant oils and waxes, natural pigments and minerals. Since there are no animals bred and raised for the product, it also has a lower carbon footprint — about 95 percent less than animal leather. It is also plastic-free, and so has about a 60 percent smaller carbon footprint than polyurethane leather alternatives.
NFW is backed by fashion heavyweights seeking alternative materials, including Ralph Lauren Corp., which took a minority stake in 2020 and uses its recycled cotton, and Stella McCartney’s SOS Collab Fund.
The MCM bag follows a strategic partnership and investment from Sweden’s industrial processing giant IPCO to scale up the production of Mirum.
The Mirum capsule launch comes as MCM has made some key strategic moves, including unveiling a new brand identity, and enhanced design language, consumer experience and lifestyle presentation.
In another sustainability move, MCM also recently launched a collaboration with Jaden Smith’s sustainable luggage brand Harper Collective.
The Munich-based MCM is now distributed in 584 stores in 43 countries worldwide. It will launch the Mirum capsule collection online and worldwide on Nov. 4.
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