Australian leather goods and accessories retailer Mimco has forged its first international alignment with fair-trade fashion brand Made, and its founder Cristina Cisilino.
The collaboration, the first of its kind for Mimco and the first partnership ever for Made, is due to drop into Mimco boutiques across Australia, the UK, Singapore and New Zealand from April 2011. The initial capsule collection, titled “Made for Mimco”, will feature 12 unique pieces, designed by Mimco in Australia and handcrafted by the Made workshop in Nairobi.
The pieces are reinterpretations of popular Mimco accessories using sustainable materials sourced in Kenya, including recycled glass, aluminium, olive wood beads, brass and bone, and created by local artisans based in east Africa.
The powerful concept behind Made is the brainchild of Cisilino and aims to provide fair wages and support at every level for disadvantaged communities in the African region in line with Cisilino's “trade not aid” ethos.
Mimco creative and commercial director Cathryn Wills said the first 2011 Mimco/Made collection is a starting point, with plans for expansion to be considered once the collection is released and its success can be measured.
“Mimco discovered Made about 12 months ago, reading about their workshop in Nairobi, Kenya,” Wills said. “We commenced working on a range of jewellery pieces after initial discussions yielded a strong creative connection.
“The first range has not yet launched, so it’s difficult to know [how it will perform in the market]. We have bought the range quite tightly, to ensure its exclusivity and it will arrive in time for Mothers Day, so will form part of our gift-giving ideas at that time.”
The joint line currently has no set target market, Wills said, but Mimco will be marketing the collection aggressively via online campaigns and bespoke packaging that has been created specifically for the collection, combined with strong in-store communications to customers about the origins and story behind the range.
The Made for Mimco range will also be available online in limited quantities at Mimco's UK and Australian web stores. Product prices range from $129 for a wrist piece to $449 for some of the more elaborate neck pieces.
Daniela Aroche