Climate-Sustainable World


We deliver the parcels by Bullit-bicycles
to and from our showroom in Copenhagen

Let´s face it: fashion does not contribute to a climate-sustainable world. But neither does music, art, film, theater, architecture or design … They contribute with others values, just as important – because nobody wants to live in a world without culture.

Having said that; we who design, produce - just as you who consume and style yourself - must do so with respect and with a minimum of climatic footprint. And continuously consuming anonymous garments, without an originator, story or soul is not a solution.

All garments that leave maxjenny! has a story to tell. It can be about the print, which is often based on her own photographs, collaborations with other artists or samples from art history. It can also be about the long relationship with the small family business in Jutland and Lithuania, where maxjenny! produce most of her styles. Or about producing in short series on-demand in order to never have to dispose any unsold garments. Or to cut the fabrics smartly and radically for least possible cut offs. And if there should be any leftover, God forbid, maxjenny! Makes childrens wear out of it, smart ha?

But first and foremost, it's really about you and the choices you make. If you love the garments you get, you will use them again and again and again. And in new and unexpected combinations. Because it makes you happy, because you feel good and strong and because you get so many happy, kind compliments. Such garments do not die lonely in your wardrobe - they become heritage.

Loved by you. And you. And you. And you.

Our goals

This is maxjenny! main goals for a sustainable fashion future:

  • maxjenny! aims for 100% recycled or other sustanably sources materials
  • maxjenny! garments and textile quality are chosen to have a long life cycle spann
  • maxjenny! design are long lasting slow fashion and aims to not be dependent on fast fashion trends
  • maxjenny! aims to only produce the market need and make collections in small quantities and provide on-demand service
  • maxjenny! aims to only work with partners that has fair and good working conditions

Sustainable policy
maxjenny!s strategy is to come with smaller collections, long-lasting timeless design, instead of new large collections every season that encurage overproduction and constant sale.

maxjenny! screen prints are all made with approved ink and made through certified process such as the global organic textile standard (GOTS), a worldwide leading textile processing standard which includes ecological and social criteria applied to the entire textile supply chain,

maxjenny!s fabric is foremost either viscose, wich is a plant-based material made from regenerated cellulose fibres from trees, recycled polyester, wich is made from old plastic bottles, industrial polyester waste and old garments or wool wich is a naturally produced fibre.

maxjenny! puffy outerwear is 100% recycled shell fabric, 100% recycled down fill. Produced in recycled PET bottle fibre wich features a high-tech coating and is developed for activewear. The fabric is windproof, waterproof, breathable, thermal retaining and easy care. Granted authorization according to standard 100 OEKO-TEX® that is one of the world’s best-known labels for textiles tested for harmful substances.

maxjenny! puffy outerwear is filled with Re:Down® 100% recycled down and feathers offering superior natural warmth from reclaimed materials. Approved through certified processes.

maxjenny! collection shipments are minimized by consolidating the transport of our goods. On behalf of the environment and our customers, we select less carbon intense modes of transport and placing environment requirements on our transport service providers. We do not offer free deliveries and are keeping the returns low.

Garment care
Wash less, wash colder, wash right and pass on your garments. maxjenny! create delicate garments meant to last a life time. In order for them to do so, it is important to be mindful of how to take care of them. If we take better care of our clothes, we can increase their lifetime by reusing and recycling them – thereby reducing each of our personal impact on the environment.

The best way to take care of your clothes will vary from garment to garment, which is why it is essential to always read the care label carefully before washing. That being said, we have collected some general guidelines for you to follow to extend the life cycle of your garments.

• Ventilate your clothes as much as possible instead of washing them after every use.

• Wash your garments at as low temperatures as possible, in a gentle cycle, low spin washing programme.

• Air dry your clothes instead of putting them in the dryer – not only is this less rough on your clothes, it also uses less energy.

• When detecting a stain, use wash detergent on the specific spot instead of washing the whole garment.

• When you are done with the garment, give others a chance to buy it second hand or donate it.

PRODUCT CARE / Fabrics you’ll find in our collections today


What is viscose?
Viscose is a plant-based material made from regenerated cellulose fibres from trees such as pine, bamboo and eucalyptus. After derivation, the fibres are manufactured through chemical processes, filtered and spun into fine thread. As a fabric, viscose has great colour retention and drapes beautifully. When wearing garments made from viscose, you will experience it to be soft, smooth and breathable.
How to take care of viscose
Viscose is a very versatile material. Depending on the type of viscose, we usually recommend handwashing the garment in cold or lukewarm water or wash it in the machine in a 30 degrees gentle cycle. Hang light items to air dry afterwards and place heavy items flat on a drying rack. Sometimes you will experience a slight shrinkage after washing your viscose garment – by steaming the garment, it will regain its original size if washed correctly.

What is Re:Down® 100% recycled down:
Heavy on warmth. Light as a feather. Totally recycled. This is ethical down. Re:Down® gathers comforters and pillows from collection bins. Workers sort the down by quality, then cleanit in hot water and sterilize it at 275°F. Lab specialists inspect the down to ensure it meets IDFL standards.

How to take care of Re:Down® 100% recycled down:
Tumble dry at medium temperature, Do not dry clean, Wash at or below 40°C, Place tennis balls in the tumble dryer to distribute the down.

RECYCLED POLYESTER (instead of polyester)
What is recycled polyester?
Recycled Polyester is made from old plastic bottles, industrial polyester waste and old garments and is 100% recycable. This process reduces the amount of waste going to landfills, produces less air pollution and reduces dependence on petroleum as a necessary raw material. The process creates 75% less CO2 emissions than virgin polyester.

How to take care of recycled polyester:
Recycled polyester is a solid material making it easy to wash in most cases. Handwashing is always the most gentle way to wash your garments, but usually our polyester styles can be washed in the machine in a 30 degrees gentle cycle, or in some cases, a regular cycle depending on the composition of the specific garment.

What is lyocell?
Lyocell is a natural fibre made from renewable wood pulp from sustainable tree farming. The process of making lyocell is environmentally responsible and circular as the pulp is transformed into cellulosic fibres through a spinning process where 99% of water and solvent is reused and recycled in continuous processing. Furthermore, lyocell fibres are compostable and biodegradable making the production of the fibres a closed loop.

How to take care of lyocell:
Lyocell should be taken care of in the same way as regular viscose. Please read above.

What is wool?
Wool is a naturally produced fibre spun of animal fleece, usually from sheep, which makes it a renewable fibre source. It possesses a lot of great qualities, as it acts as a natural insulator, is breathable and resilient. Wool fibres also possess a natural protective coating meaning garments made from wool do not have to be washed often.

How to take care of wool:
We use regular, alpaca and merino wool in our sweaters and coats. Taking proper care of your wool garment depends on its specific composition of materials, which is why it is essential to read the care label before washing. Pilling by friction is a natural part of wearing wool fibres and can be removed with a fabric shaver or pilling comb to make the garment look great for longer. We usually recommend either washing your wool garments by hand or using a gentle machine cycle at 30 degrees with a low spin and wool detergent. Always dry the wool garments flat to prevent them from stretching out of shape. The same goes for storage – keep your wool pieces folded instead of hanging to retain their shape.