How Mavi Grew New Forests from Its Mediterranean Collection

Overview

Mavi, one of Türkiye's leading denim and apparel brands, wanted its Mediterranean Collection to carry more than a design story. With ecording, every product sold in the collection became a direct contribution to reforestation — tying each purchase to a real seed deployed by ecoDrone in fire-affected Mediterranean forests.

The Challenge

Wildfires had left large stretches of Türkiye's Mediterranean forests scarred and slow to recover. Mavi wanted to respond in a way its customers could see and trust — not an abstract pledge, but a tangible, traceable act tied to the products they already loved. The challenge was connecting an everyday fashion purchase to verifiable ecosystem restoration on difficult, fire-affected terrain.

The Solution

ecording integrated the ecoDrone Marked model into the Mediterranean Collection. For every product sold, a seed reached the soil: seed balls were deployed by autonomous drones across burned, hard-to-reach slopes. Customers could follow their contribution through a QR code — from planting location to germination updates — turning a denim purchase into a transparent restoration story.

The seed balls were hand-produced by women in rural communities, adding local livelihoods to the environmental impact. Every operation was mapped and monitored with Nature Intelligence, ensuring each product sold translated into measurable growth on the ground.

The Transformation

Through the Mediterranean Collection, the partnership deployed more than 3 million seed balls, restoring roughly 18,000 m² of fire-affected land and sequestering an estimated 126 tonnes of CO₂. Beyond the numbers, the project gave Mavi a living proof point — a way to show customers and partners that a fashion purchase can grow real forests, not just headlines.