08 Sep Maison Atia, the Conscientious Luxury Faux Fur Brand
Introduces its first fully sustainable rainwear capsule collection
New York, NY (September 2nd , 2021)– Maison Atia, the conscientious luxury faux fur brand founded by Chloe Mendel, daughter of designer Gilles Mendel, and Gustave Maison rouge, introduced its first fully sustainable rainwear capsule collection in simultaneous events linked virtually and hosted in-person by Chloe in Chicago and Gustave in New York.
“Now that we have solidly established Maison Atia as the first fully sustainable luxury faux fur brand, Chloe and I felt it was time to take the next big step for the growth of the company. Capitalizing on our team’s expertise in outerwear, and keeping with our innate commitment to sustainability, the launch of our first rainwear seemed like a natural! We are confident that this trench could be the next big Maison Atia icon for all seasons!” explains Gustave Maison rouge, Maison Atia co-founder and President.
“When imagining our raincoat, our first foray in non faux fur outerwear, I immediately thought about my gardens, and the joy I have picking flowers with my kids throughout this unique year, and how I want to capture those happy moments forever” says Chloe Mendel, Co-Founder and Creative Director. ‘‘Continuing with a 1960s mod aesthetic, and giving a nod to my favorite designers such as Yves Saint Laurent and Courrèges, I wanted our raincoats to be comfortable, functional, sustainable, and also have them live a life of elegant playfulness. This pandemic has made me rethink the clothes we wear, and I want everyone to experience light-hearted love and fun while wearing these chic trench coats.’ She continues.
This modern twist to a classic chic trench is the perfect rainwear for all seasons with its light fabric and comes in four colors: black, red, green and light blue. The raincoat fabric is made of 100% recycled water bottles and, continuing with our zero-to-no-waste production model, Maison Atia produces accessories with any excess fabric. The new Maison Atia raincoat is available now at maisonatia.com
Maison Atia has been socially responsible since Day One, turning excess fabric into chic accessories, and working with FabScrap to recycle any leftovers. Last fall 2020, Maison Atia launched its first fully sustainable MA line using Koba fabric that is 100% made from plants and recycled water bottles. The entire Fall/Winter 2021 collection is sustainable, either using sustainable materials or up-cycled ones.
The company will continue with the three faux fur lines it unveiled last year: the vibrant and accessible MA by Maison Atia, which incorporates the same fully sustainable Koba fabric as its Fall 2020 debut; its core signature Classics, crafted by small family-owned ateliers; and Pink Label, our handmade limited edition made-to-order creations, a true “Haute Faux Fur”.
Keeping with its approach of working with craftsmen who use traditional techniques to create timeless pieces that push the boundaries of faux fur, Maison Atia turned to a New York family-owned and woman-led atelier to craft its first rainwear collection. Combining a modern aesthetic and sensibility with five-generations of fur heritage craftsmanship, Maison Atia is reinventing and elevating outerwear with a sustainable focus, while also offering a conscientious and luxurious alternative to fur coats and accessories.
Maison Atia’s first rainwear collection is offered at $480, while faux fur coats retail from $475 to $1,750 and an assortment of accessories including rain caps, bonnets and bucket hats, as well as faux fur tote bags and pochettes, hats, scarves, and slap bracelets range from $55-$250.
Maison Atia is proud to support PAWS Chicago, a leading no-kill shelter in North America. Each coat purchased, whether raincoat or faux fur, provides lifesaving transportation for a homeless pet living in a high kill shelter to PAWS Chicago, where he or she is guaranteed life. Every pet saved takes us closer to a humane and compassionate community.
Maison Atia is available at maisonatia.com and select retail partners.
About Maison Atia
Maison Atia is an innovative outerwear brand, whose DNA is rooted in sustainable crafted faux fur. Its creations combine modern heritage, creativity, playfulness and style, turning to skilled artisans to create timeless products that look and feel glamorous. rMany of our creations are easily transformable and allow for two, sometimes three, different looks in one coat. Maison Atia is available exclusively via its e-commerce website. Please visit www.maisonatia.com for more information.
Maison Atia is proud to partner with PAWS CHICAGO; a leading no-kill shelter in North America. With its #BuyACoatSaveAPuppy campaign, every coat sold provides a homeless pet transportation to one of their shelters.
Founders
Chloe Mendel: Raised in New York City by French and Taiwanese parents, Chloe grew up in the fashion industry. Having trained in the atelier of her father, Gilles Mendel, she collaborated on his inaugural haute couture collection, which was shown in Paris in July 2016. As the sixth generation family member of the house of Mendel, Chloe aims to continue that tradition of fine quality and craftsmanship with Maison Atia, designing each piece like a stand-alone work of art. She lives between New York and Chicago with her son Augustus, daughter Clementine and partner Billy Corgan.
Gustave Maisonrouge: Raised in a world where business strategy in the luxury world was part of family dinner conversations, Gustave’s life was filled with anecdotes from and a passion for this world.
After graduating from Carleton College with a major in Dance and a focus in Economics, he decided to pursue a career in luxury and started at Hermes as a fragrance specialist at their first Parfumerie before Chloe asked him to co-found Maison Atia as her business partner.