Conscious Living

Max continues to evolve their brand with sustainability at front of mind

Following its recent rebrand, Max continues to evolve – with sustainability a priority.

The sustainability journey continues for local brand Max with an expansion of its eco-friendlier offering. The latest collection eschews trends and focuses on items with aesthetic and material longevity, prioritising enduring design with timeless wardrobe classics, and elevating fabrications through an ongoing commitment to using high-quality and sustainable textiles.

Max’s rebrand (which kicked off at the end of 2019) was much more than a new campaign and logo. Instead, it represented an across-the-board shift towards more sustainable operating, planet-friendly fabrics and increased transparency – thanks to a rigorously redeveloped supply chain.

The latest pure merino pieces are all made from 100 percent ZQ merino, an ethically sourced and manufactured wool that is traceable right back to New Zealand farms. There is also new knitwear made from an innovative blend of recycled cashmere.

Recycled polyester and nylon are utilised in garments that require synthetic fibres providing a first taste of the circularity the brand is investigating and looking to develop.
Environmentally friendly denim plays an increasingly important role too, with expanded use of organic cotton and use of recycled materials. Developments in the eco-denim range also mean a 60-percent reduction in the amount of water required to make each pair of jeans.

All this progress is commendable, especially for a business of Max’s size and maturity. It’s also a sign that local brands are not only listening to consumers, but driving change from the top down.

The range is available nationwide and from the new Max flagship boutique at Westfield Newmarket in Auckland as well as online at

Model wears Max organic cotton jacket, $140, cami, $60, and organic cotton jeans, $130.