Mavi, which means ‘blue’ in Turkish, is known for high quality, great fitting and fashion-forward premium denim.
Its philosophy is to build a brand around perfect fitting jeans that convey a Mediterranean feeling in terms of fashion and detail; which means Mavi’s denim style statements not only fits the bodies of its customers, but also their lifestyles and quality expectations.
‘We cook the perfect denim fit’- a concept well received by all! In 2011, Mavi unveiled its new store design concept ‘Mavi Denim Kitchen’ which uses the components of denim processing both as design elements as well as to convey key information about denim’s heritage.
The goal of the ‘Denim Kitchen’ was to replicate the cozy, intimate experience of a communal cooking experience with denim, simultaneously reinforcing the message that nobody knows denim and its ingredients as well as Mavi.
Mavi Denim Kitchen highlights the company’s unparalleled denim expertise to evoke an emotional experience in its customers corresponding to the brand’s well-loved ‘Mediterranean’ spirit of warmth, sociability and passion, and to convey Mavi’s love of local flavors and textures and their relationship to fashion.
Mavi is the first Turkish fashion brand to make a name for itself internationally. The famous Turkish actor and model Kivanc Tatlitug has been signed as the face of Mavi in Turkey for 2013. He is well known for his roles in the highly popular Turkish television series ‘Mohanad & Noor’ and ‘Forbidden Love’ that were dubbed into Arabic and telecast on popular Arab channels. In 2012, Brazilian super model Adriana Lima was the face of Mavi.
The brand’s long line up of celebrity fans include Nicola Formichetti, Avril Lavigne, Fergie, Lady Gaga, Kate Winslet, Hayden Panetterie, Girlicious, Jully Black, Josh Hollowey, Zac Efron, Hillary Duff, Jason Biggs, Juliette Lewis, Julia Stiles, Samuel L Jackson, Stephen Amell, Billy Zane, Annie Lenox, Jessica Alba, Katherine Heigl, Jon Kortajarena, Francisco Lachowski, and Sara Sampio, to mention a few.
In 2012 the world-famous Sportswear magazine chose Mavi to be the ‘Best Denim Brand’ – a great recognition for a premium denim inspired brand.
Mavi is a well-deserved recipient of the European Business Awards Ruban D’Honneur for the ‘Infosys Business of the Year Award’ (T/0 EUR26-150m) in 2011. The accolade was presented in recognition of Mavi’s rapid expansion in its international distribution which doubled in size since 2008.
Mavi was chosen ‘The Best Place to Buy Jeans’ by Georgia Straight weekly magazine of Canada in 2009.
Time Magazine placed Mavi amongst ‘The top best jeans brand’ worldwide in its A-List in 2006. Also, according to AC Nielsen’s survey in Turkey, Mavi is one of the most 10 recognized brands next to Coca Cola, Nike and Adidas.