Read our review.
What they make:
Underwear
Where to buy:
maayu.in
Maayu was established in 2022 by Sonal, following her teenage daughter’s brush with Polycistic Ovarian Disease (PCOD). An industry veteran, Sonal had a fair idea of the harm the chemicals in our clothing were doing to our planet and our bodies. So when her daughter’s gynaecologist confirmed to her that PCOD was fairly common in young girls of her daughter’s age, that was all the push Sonal needed to start researching more on what went into our intimate wear, and how she could remove them. And so, Maayu was born.
The name Maayu derives from the conjunction of the words Maa, meaning mother, and You. It stands for all the love, care and comfort that a mother provides, and which is what Goa-based Maayu’s products strive to do. By removing all synthetic fibres (such as elastane and spandex) and toxic chemicals, commonly found in innerwear, Maayu promises to deliver products that are safe and green. Here’s how the brand fared on our review.
PRETTY FOR
THE PLANET
4.5/5
At Maayu, a core belief is that planetary health and personal health go hand-in-hand. Their solution: Essentially two raw materials, organic cotton and some elastic. Maayu uses 100% organic and natural materials, produced by local communities, using regenerative practices. The brand uses organic and Kala cotton, sourced from Chetna Organics, which is GOTS-certified, as well as from their own rural community that weaves fabric from indigenous organic cotton. Most of their products are kora, meaning unbleached and undyed. Their few coloured offerings are all dyed using madder, harda and indigo, which are all known to be safe and clean natural dyes that do not harm the planet in any way. By eschewing bleaches and synthetic dyes, Maayu is ensuring minimal resource consumption in their manufacturing. They are also actively researching newer ways to further reduce resource consumption.
Another core belief at Maayu is that the planet does not need more fashion choices than it already has. This has been vital to them creating only what is absolutely necessary. The non-seasonal, evergreen and essential nature of their offerings only serves to further ensure the environment-friendliness of the brand. The brand actively works on their patterns to reduce waste, using technology for pattern layering, and any fabric remains for smaller products. The products have no tags, and no synthetic or individual packaging. Orders are received in recycled paper mailers, with a personalised handwritten note, on seed paper, which you can use to grow a plant in your home. The brand also actively engages in growing forests and green covers to offset whatever carbon footprint they do incur.
PRETTY FOR
THE PEOPLE
4.5/5
Maayu works with very clear and strict guidelines for their supply chain, engaging only with people and organisations who align with their value system. They do not have an in-house manufacturing facility but are stringent about the facilities they do work with. This includes the working conditions of the garment workers, whether or not they are exposed to any synthetic materials while working, and ensuring they are fairly paid. In the course of our review, we found that they work only organic- and fairtrade-compliant companies, even though they may not have certifications. The brand, however, has their own system of regular checks and audits to ensure the above.
Maayu uses handloom and handmade textiles to support rural communities that are directly engaged with the land, the farms and the forests. The little crochet details they add to some of their products are all handcrafted by local women in Goa. The artisans are paid, without any negotiation, in advance. The brand actively engages in training the artisans they work with, putting its profits back into community building and development. They consume the cost of any mistakes that may occur on the part of the artisans, using it as a cue to train them further. Maayu’s team members work a 36-hour week, with a flexible leave policy that allows them to take time off as and when required, no questions asked. If that isn’t workplace goals!
PRETTY FOR
YOU
4/5
Comfortable, safe, clean, healthy, snug. What more could one ask for in one’s underwear! Maayu promises products designed for your well-being, free of all carcinogenic (cancer-causing) chemicals commonly found in underwear. And, they deliver. The brand is conscientious about the quality of their clothing, carrying out quality checks on each product, before sending them out. Since their products are intimate wear, they do not accept returns, but they try to mitigate any requirement for the same as far as possible. Sometimes, they even call clients up to ensure they’ve picked the right size.
With sizes ranging from XXS to XXXL, there is a Maayu for everyone–men, women, kids and even gender-neutral offerings. Their design is made to be lived in. But as of now, their offerings are limited to panties and boxers. We really hope there’s more in the pipeline!
The Sustainable Fashion Edit
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