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Brief Published: 9 Oct 2018

The Maiyet Collective’s Concept Store: Reshaping Ethical Lux

Maiyet Collective

Luxury ethical fashion label Maiyet is behind The Maiyet Collective, a new concept store opening in October inside a London members’ club dedicated to positive social impact. It will feature talks, activities and over 50 like-minded brands – just not its own.

Studies suggest almost 20% of millennial luxury spenders always take ethics into account (Statista, 2017). Responding to such trends, New York-based Maiyet is launching landmark part-time concept store The Maiyet Collective, housed in The Conduit – a new social ethics-focused members’ club in London’s prestigious Mayfair district.

Co-founded in 2011 by three entrepreneurs – including South African Paul van Zyl, a former human rights lawyer – Maiyet partners with artisans in developing economies such as Kenya, India, Peru and Mongolia.

The Conduit and its new store are intended to be a beacon for design, commerce and wider discourse on politics and entrepreneurship with a positive social purpose. The department store-like space aims to host over 150 events including talks, workshops, performances and exhibitions (see also Soft Sell: The New Retail).

The store will stock approximately 50 UK-based “positive impact” brands (although not Maiyet’s own label) – including denim brand M.i.H Jeans; accessories label Elvis & Kresse, which rescues and reforms raw materials; and Ishkar, a business that works with craftspeople in war zones.

The 5,000 sq ft space will function as a monthly pop-up, open from Thursday to Saturday. Thursday is exclusive to Conduit club members as a preview perk, while Friday and Saturday are open to the public but by appointment only – a strategy that ensures visitors are provided with a suitably attentive tour of the space and can learn about the manifesto. This echoes London-based concept store Blue Mountain School’s attempt to establish an intellectual approach to luxury by guiding visitors around the space – for more, see Retail City Guide, London: May 2018. See also Re-Engineering Exclusivity.