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OUR STORY

 

Maimie London was created to offer women effortlessly wearable pieces, that inspire confidence. The opposite to fast fashion, Maimie promotes consuming less but consuming better, by creating elevated wardrobe staples that transcend dress codes and seasons.

It all started in 2014 – When working from home as a freelance Designer, Amber Wyles (Founder) wanted something comfortable but sophisticated to wear. Something she could slip into and feel empowered in. Something that would give her confidence and motivation but feel as comfy as pyjamas.

Finding nothing that fused comfort with elegance at an accessible price point, she recognised a growing need for affordable womenswear that’s feminine, versatile and effortless.

A forever fan of the Hollywood Golden Era, she noticed a lack of feminine silhouettes in contemporary women’s lounge and leisure wear and decided to bring this feminine edge back to contemporary comfy dressing.

Maimie pieces are set to stand the test of wardrobe time - Investment pieces at accessible prices, to be enjoyed from day to night. With versatility at our core, we manufacture in a consciously ethical and responsibly way; producing very small quantities to keep waste to a minimum and manufacturing locally as much as possible.

Effortlessly Feminine

Taking inspiration from the Hollywood Golden Era, Maimie’s timeless wardrobe essentials hold a powerful feminine edge. Ostensibly simple staples, but each is designed with the female body in mind. Designed to empower the wearer, to celebrate shape and to inspire women to dress with confidence no matter size, shape or nationality.

 

Effortlessly Versatile

In a busier than ever world, we want to make dressing decisions simpler and bring you ‘forever pieces’ you can wear with confidence no matter the occasion or destination.

The idea is to slip on your Maimies’ and feel comfortable anywhere - Whether working, playing, home or away.

We want to create those favourite items missing from our own wardrobes and put them into yours. Fusing timeless design with feminine tailoring, rich colours with bold prints - we bring you ‘go to’ pieces that every woman needs.

Sustainability

It is our responsibility as a brand to design, manufacture and deliver in the most ethical way possible. Although there is always room for improvement we utilise responsible practice as much as possible from fabric sourcing to production methods to packaging and are on the lookout for ways to reduce our negative impact on the planet.

Fabrics

We use a mixture of 100% silk and silk with added stretch for comfort. Although taking it away from a fully, 100% natural fibre, this small 5% adage of elastane is certified minimal environmental impact.

We digitally print where possible – reducing water and fabric wastage. Where fabrics are dyed, we only use certified non-toxic colourants, utilising Azo and phthalates-free dyes. Our products contain no harmful materials. 

Manufacture

Continuing our commitment to sustainability, we only work with small independent factories where the happiness and wellbeing of workers is paramount. Championing British manufacture, we produce in London in very small quantities and have a division of silk specialist seamstresses dedicated to handmaking bespoke work. I regularly visit the ladies in Stoke Newington to ensure they're happy and the work flow is balanced and fair. I'm always greeted by smiles and warmth from the women behind the sewing machines, who love what they do.

Packaging

Our packaging is 100% recyclable, reusable and responsibly sourced and manufactured in the U.K. (The boxes are A4 so very handy for paper storage).

 

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