WHO WE ARE
Community and craftsmanship are at the centre of the brand's practices and values. The debut collection is called "Foreigner Traveller" and enhances the power of fashion by tackling concerns around sustainability in several agendas.
The ethos is based on supporting and preserving handmade techniques like crochet and embroidery, as well as working with new discoveries in raw materials, looking at circularity, waste, repurposing and human centred design. The brand celebrates diversity proposing new ideas to create a more inclusive scenario to a mature demographic as well as to creative practitioners in underserved or vulnerable conditions. The stories behind every relationship are important and key to social, cultural and economic development.
Through many collaborations, the brand stands for equality of rights and fair share. Education is an important pillar woven in the brand philosophy and it allows to give back to the community by getting involved in mentorship programmes as well as guaranteeing longevity for traditional handmade techniques.
The collections are based in creating narratives informed by art, critical theory, traditional knowledge and innovation processes.
The style is a hybrid of the designer’s Brazilian minimal-tropical origins and European influences.
London-based Brazilian designer Joao Maraschin established JOAO MARASCHIN in 2020.
Brazilian minimal-tropical origins and European influences.
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At Joao Maraschin, sustainability is the starting point and the only way forward. We are constantly pushing this development further and being sustainable is non-negotiable. Sustainability is at the core of each decision we make.
We treat our social and environmental impact as a primary measure of success for our business and prioritise it even in cases where it may not drive profitability. We believe the future of fashion relies on respect, to the planet and people. Community is intrinsic to our brand values and by preserving traditional skills we aim to educate and place a renewed focus on the individuals we work with.
By responsibly designing, our ideas are entirely thought through in terms of their social and environmental impact. We also integrate social and environmental performance into decision-making by offering training at early stages to everyone we work with directly or indirectly, making sure we guarantee accountability, transparency and traceability in all stages of our supply and value chain - and everyone is aware of our brand manifesto.
We have a community oriented business model in place, purchasing fair or direct trade to improve livelihoods for underserved groups, and also a formal standing commitment to pay above wages to everyone we work with.
As a change-maker, we aim to work with underserved group demographics - such as elderly/older practitioners, people with disabilities, excluded populations and women in various vulnerable conditions. By structuring a resilient supply chain that advocates for vulnerable groups, strengthens worker’s voices and skills, we support cultural, economic and social development.
In our Mission and Positive Impact Statement, we also highlight the commitment to positive environmental impact by reducing waste, giving used materials a second chance, and working mainly with recycled raw materials by applying responsible design techniques with a circular methodology in mind.
The manufacturing processes are designed to be innovative in reducing environmental impact and have less significant environmental footprint than the norms of the industry and we have objectives and targets to improve over time. We incorporated environmental considerations into product design development, thinking of garment life cycle assessment, review of product materials, reuse or recyclability, and reclamation programs for used products or parts.
Across our collaborations and projects, we also work with up-cycled and biodegradable materials. Our use of mono materials stands for easy recycling and we are currently testing and implementing the use of bast fibres.
The products are manufactured through a carefully selected network of suppliers, with many of which we aim to establish a long-term supportive and secure relationship - also monitoring and looking to help them manage their relationship with the impact they generate.
We manufacture finished goods with local suppliers and support local areas as much as our offshore craftsmanship network community. Most of our significant suppliers are small-scale factories in underserved markets, maker-artisan or producer-owned cooperatives, and we look for positive practices beyond what is required by regulations (e.g. environmentally-friendly manufacturing process, excellent labor practices). In order to support long-term relationships, our company has had a relationship with a majority of our suppliers since our first year of operations.
From using new alternative materials to employing techniques pushing towards circularity, valuing traditional craftsmanship and being vigilant with our impact we believe the future of fashion is moving towards more inclusive relationships and depends expressly on equality and fair share.
Our team is currently integrated by a small studio in London and several direct and indirect collaborators around the world, with a great focus on communities in the United Kingdom, Brazil and Africa. We aim at providing a supportive environment either working in person or digitally with anyone. We encourage individual and personal development whilst creating opportunities for everyone to thrive.
Partnerships and collaborations
We invest time in and nurture supportive network development with devoted partners that aim at creating and establishing a long-term sustainable, equitable and evolutionary partnership. Both sides are keen on growing towards a sustainable and healthy future.
We make sure we visit every and all suppliers or collaborators we work with. By getting to know the workshops and factories where our products are being made, we guarantee full transparency and traceability. We want to make sure our practice is a platform that guarantees better lives.
Education is an important pillar woven in the brand philosophy and it allows us to give back to the community. By getting involved in mentorship programmes alongside government projects in the United Kingdom as well as creating small creative hubs alongside key partners in Brazil. We guarantee longevity for traditional handmade techniques and foster skills development to younger generations.
We believe that the development of sustainable production methods and consumption habits are the only ways to create a balance in the progress of the World’s economy.
Joao Maraschin is committed to produce garments with high quality and extended life cycles; to offer emotional ownership and to support and promote new technologies.
We have recently moved to a studio space in East London called Poplar Works that shares the same values and gathers other businesses around sustainable development, offering an opportunity to be part of an up-and-coming forward thinking community.