ÏMAIMA

At the heart of ÏMAIMA’s ethos is a profound commitment to the empowerment and welfare of its artisans. This commitment stems from the vision of its founder, Bahhareh, who envisioned a brand that stands out for its modest fashion and impact on society. From its inception in 2017, ÏMAIMA has evolved into a platform for empowering women as consumers and creators.

The brand’s journey began with a foundational team in India, carefully selected by Bahhareh and her co-founder. This was a business decision and a conscious effort to build a manufacturing base grounded in ethical practices. What started with a small group of two tailors, a pattern maker, and two hand-stitching experts has become a full-scale factory. 

Yet, despite this growth, ÏMAIMA has never lost sight of its core values. The expansion has been managed to maintain a nurturing environment for its workers, ensuring they are respected, fairly compensated, and working under safe conditions.

This sense of community and mutual respect is palpable within the workforce. ÏMAIMA maintains a close-knit relationship with its team, fostering a sense of belonging and appreciation. Bahhareh herself is deeply involved in this process, working closely with the five key individuals who manage the day-to-day operations. Furthermore, the crafters set the production prices. This hands-on approach ensures that the brand’s ethical values are theoretical and practised daily.

The empowerment goes beyond the workplace. ÏMAIMA seeks to build lasting relationships with its artisans, encouraging their professional growth and personal well-being. This commitment extends to the broader community, aiming to provide livelihoods that support families and contribute to the local economy. The brand’s ethical manufacturing hub is an inspiring example of what the fashion industry can achieve when prioritising people over profit. Moreover, Bahhareh contributes financially to the UMANG NGO in Jaipur, a group she is personally linked to, and aids the female factory workers by selling IMAIMA shoppers crafted from surplus fabrics, from which they earn an extra 50% share of the sales.

ÏMAIMA’s consciously selects materials and chooses more sustainable production practices. By integrating 100% GOTS-certified cotton from Jaipur, Eco Vero viscose, and pre-consumer waste into its collections, ÏMAIMA strives for environmentally friendlier materials. The brand also uses wool, elastane and polyester for certain clothing pieces. while jewellery comprises iron, metal and acryl. The brand is phasing out the use of conventional polyester in future collections.

The Global Organic Textile Standard (GOTS) certification ensures that the cotton used in ÏMAIMA’s garments is harvested to minimise environmental harm and uses water and energy more efficiently. It also guarantees that the cotton is free from toxic dyes and hazardous chemicals, making it safer for the planet, the farmers who grow it, and the consumers who wear it.

Eco Vero viscose further exemplifies ÏMAIMA’s commitment to more sustainable fashion. This material is derived from renewable wood sources using a closed-loop process that significantly lowers emissions and recycles water compared to conventional viscose. By incorporating Eco Vero into its collections, ÏMAIMA ensures that its garments are beautiful, durable, and have a lower environmental footprint.

The use of pre-consumer waste is another cornerstone of ÏMAIMA’s ecological approach. By repurposing fabric scraps and offcuts from the production process, the brand embodies the principles of circular fashion. This reduces waste and conserves resources. Azo-free dyeing, conducted in small, family-owned businesses, represents ÏMAIMA’s dedication to reducing toxic chemicals in the fashion industry. Azo dyes, known for their potential environmental and health risks, are eschewed in favour of safer alternatives. This practice ensures the health and safety of the workers in the dyeing facilities and reduces the chemical burden on the ecosystem.

The brand’s entire operational philosophy is built on advancing its sustainable practices, from the production methods employed in its facilities to the recycled packaging used to ship its garments. Although its garments are packed in plastic at the factory level for shipping, these are reused. DHL Go Green and Hermes are the brand’s shipping partners.

ÏMAIMA’s approach to circular fashion is evident in how the brand strategically employs leftover materials, integrating them into smaller styles or incorporating them into future collections. Such practices exemplify resourcefulness and embody the principles of circularity, where every material is valued, and nothing is discarded. The brand states its garments are completely recyclable. However, certain items include trimmings, embellishments and two or more materials, which compromise their recyclability. The brand offers free in-store repairs and alterations.

MAIMA’s supply chain strategy centres around a localised and integrated model in Jaipur, India. This approach ensures the high quality of the materials and finished garments and significantly contributes to the support and development of local artisans and businesses. By sourcing materials and manufacturing garments within the same geographic region, ÏMAIMA strengthens the local economy, creating jobs and supporting traditional crafts and techniques that might otherwise be at risk of disappearing.

The decision to establish a supply chain in Jaipur was deliberate, tapping into the region’s rich heritage of textile craftsmanship. This allows ÏMAIMA to access some of the finest handwoven fabrics and artisanal skills available and facilitates a more transparent and controlled production process. By working closely with local suppliers and manufacturers, ÏMAIMA can ensure that all materials meet its strict sustainability and ethical production standards.

This close-knit supply chain model fosters a sense of community and mutual growth between ÏMAIMA and its local partners. It also ensures that every step of the production process, from the weaving of fabrics to the sewing of garments, is conducted with the utmost care for the people involved.

Furthermore, by keeping the supply chain localised, ÏMAIMA reduces its carbon footprint associated with transporting materials and products over long distances. However, the brand does not have in-depth knowledge of where its raw materials are processed or harvested or how finished garments are shipped to Germany.

ÏMAIMA’s material choices focus on plant-based and recycled materials. Yet specific policies and sourcing details for its woollen products are not detailed, and COSH! cannot guarantee these are cruelty-free.

Rejecting fast fashion, ÏMAIMA embraces timeless design and quality over quantity. Its classic collections are designed to last, aligning with slow fashion principles that value heritage, craftsmanship, and enduring style. The brand’s production strategy is carefully calibrated to produce limited quantities. This deliberate choice is twofold in its benefits: it reduces the need for extensive storage facilities, thereby lowering overhead costs, and it also minimises the production of excess inventory that could potentially go to waste. By focusing on producing only what is needed, ÏMAIMA ensures that each piece is crafted with purpose and intent, aligning with the slow fashion movement’s emphasis on quality over quantity.

By designing timeless, high-quality pieces, ÏMAIMA encourages longer wear and discourages the disposable mindset often associated with fast fashion. This reduces the demand for new resources and lessens the fashion industry’s overall environmental impact.

Transparency through storytelling is a foundational element of ÏMAIMA’s philosophy, reflecting its commitment to ethical practices. One of the key ways ÏMAIMA promotes transparency is through its #meetthemakers initiative. This campaign goes beyond the conventional marketing narratives to offer a genuine look into the lives of the artisans behind the brand’s products. By sharing stories, photographs, and details about the people and processes involved in creating their garments, ÏMAIMA humanises its supply chain and empowers consumers to know who made their clothes and under what conditions.

Furthermore, ÏMAIMA’s openness extends to communicating its materials and its efforts to minimise waste. This includes details about sourcing GOTS-certified cotton, employing azo-free dyes, and utilising recycled packaging materials.

Transparency at ÏMAIMA also means being honest about challenges and areas for improvement. In the spirit of continuous learning and development, the brand acknowledges the complexities of achieving full sustainability and ethical perfection in the fashion industry. This honest approach resonates with a consumer base that values authenticity. Discovering and publishing its raw material suppliers’ names and addresses would be beneficial.