Sustainability

MASAI & CANOPY

Masai has established a partnership with the recognized environmental organization, Canopy. As a Canopy partner, Masai has strengthened our commitment to protect the world’s forests through our approach to the procurement of both fabrics for our collections but also paper articles and packaging. Masai will work together with Canopy and our suppliers to support collaborative and visionary solutions that protect the world’s forests and, in particular, remaining ancient and endangered forests.

Masai Clothing Company are Committed to Protect Forests through Our Fabric and Paper Choices

At Masai, we recognize our part in the global effort to preserve our planet for future generations. We are continuously taking steps towards better practices to reduce our negative impact; in everything that we do, we are Committed to Thoughtfulness.

With more than 60% wood-based fibers in our collections, our commitment to protecting the world’s forests and ensuring responsible wood-fiber sourcing is particularly strong. Masai is committed to protecting the world’s forests through our approach to the procurement of the fabrics for our collections.

Conservation of Ancient and Endangered Forests and Ecosystems

As a Canopy Partner, Masai support approaches and systems to build a future that does not use ancient and endangered forests in any cellulosic fiber materials. We commit to influencing our supply chains in order to protect the world’s remaining ancient and endangered forests and endangered species habitat.

MASAI & FSC®

Masai believes in certified and controlled sustainability and in strong partnerships with credible and innovative organizations. In 2019, Masai became a member of Forest Stewardship Council® (FSC®) and certified as the first Danish clothing brand, and in 2020, we connected the first viscose chains through the FSC Chain of Custody certification scheme.

Locally Established, Globally Engaged

At our core, Masai is a Danish design brand established in the heart of Copenhagen. But we are deeply connected to the world around us through close partnerships with suppliers across the globe – some of which have even been with Masai since the beginning in 1992. Long-term, close-relations are a cornerstone of the Masai business, and they enable us to motivate and engage our partners in a shared commitment to thoughtfulness.

Masai is committed to thoughtfulness towards all people engaged in the Masai supply chain and the Masai collections. We, as well as all Masai suppliers, acknowledge and act in accordance with our Code of Conduct. The CoC draws on international labor standards protecting workers' rights such as International Labour Organization (ILO) conventions and declarations, the United Nations (UN) Guiding Principles on Business and Human Rights, as well as guidelines for multinational enterprises of the Organization for Economic Co-operation and Development (OECD). In addition to the production site visits and evaluations by the Masai team, all suppliers are audited regularly by independent auditors to assure compliance and positive development.

Pass on the Joy. That's the message of the cooperation between Masai and the Danish Red Cross. To further prolong the Masai garments' life cycle already in our customers' wardrobes, Masai has established a return system in our local Masai stores, enabling customers to return their pre-loved Masai garments, which are then passed on to the Red Cross for reselling in their shops. The clothing donations are accompanied by annual donations from Masai to support Red Cross humanitarian initiatives – both in Denmark, e.g., Action against Loneliness, and across the world.

Masai & Better Cotton™

Since November 2020, Masai has been a proud member of the Better Cotton Initiative (BCI), or Better Cotton for short. Better Cotton is the largest cotton sustainability program in the world, and our membership in Better Cotton means that we play a part in improving global cotton farming and more sustainable farming practices. Better Cotton trains farmers to use water efficiently, care for the health of the soil and natural habitats, reduce the use of harmful chemicals, and respect the rights and well-being of workers. It’s a holistic approach to growing cotton in a more sustainable way.

Read more about Better Cotton and BCI at bettercotton.org.

Care Guide

At Masai, we design for you to enjoy your items for a long time. Each piece can be worn season after season, and we would like you to see your Masai wardrobe as a work in progress – something you can add to, rather than something you need to completely change every season. With the help of this care guide, not only will your items last longer, but you will also make more sustainable choices as you find joy in each item for seasons to come. Caring for your garments is also an environmentally responsible thing to do, as love is in the detail. And, we are committed to thoughtfulness, as we believe every little act of care counts.

Here you'll find general care information and guidelines to make sure your Masai items stay beautiful for as long as possible. Please be aware that each design and all the materials are different, so they will have slightly different care requirements. We have sewn a care label into each item, so please have a look at that too.

An Ongoing Commitment

The landscape of CSR and Sustainability is ever-changing, and changes are more fast-paced than ever, making it increasingly harder and more complex to navigate. However, even though the challenge may seem invincible at times, we all have a responsibility to engage, seek knowledge, and drive innovation wherever we can.

In the past year, Masai has taken steps in several areas – something that we would also like to share more with our stakeholders, both internal and external, as we recognize the interest and relevance of sharing our progress. We want to be transparent about how we act as a company but also constantly reassess our approach and analyze, learn and investigate to be part of a process of continuous, positive change.

We have many projects in the pipeline, and we look forward to presenting more initiatives, further and deeper commitments, and new goals in 2021.

But no matter the area, Masai is committed to thoughtfulness.