MAEDEN IS LAUNCHING AT BROWNS FASHION
Maeden is set to exclusively launch its Spring Summer 2024 collection at Browns Fashion. This launch marks the beginning of Maeden’s global presence. The collection will debut this upcoming spring at 35 other renowned retailers worldwide such as Bergdorf Goodman, Selfridges, Harvey Nichols, La Samaritaine, and Barney’s Japan, to name a few.
Maeden is proud to celebrate such a milestone, especially since it is only the second season for the brand. Although Maeden is committed to ongoing growth, this season resonated more with audiences as the brand realizes its true form. The collection is a testament to the brand’s commitment to creating contemporary classics. The creative journey always begins with their core material, leather, and its intrinsic qualities. The material becomes both muse and medium, shaping the creative vision while, in turn, the design pushes the boundaries of the material. For the launch, Maeden introduces a new customized color, “Lip,” an alluring classic red. The color is featured on Maeden’s classic designs like the Boulevard and the new Canna Classic, the latest addition to the Canna family.
Maeden aspires to unveil the untold narrative of a century-old Dutch leather heritage to a worldwide audience. Maeden is grateful for the privilege to continue and modernize the illustrious history through its contemporary leather creations. The launch at Browns Fashion marks only the beginning of this storytelling journey. Maeden holds grand ambitions, seeking to establish itself as a mainstay of contemporary luxury Dutch design within the global fashion industry. The brand dedicates its endeavors to crafting products of uncompromising quality and enduring elegance, rooted in the principles of traditional craftsmanship.
Lastly, central to this first success is Maeden’s partnership with Pali Group’s Vitelco Leather, who strives to continue the legacy of leather creation within the Netherlands. The tannery is run by a third-generation, family-run bastion of craftsmanship and sustainability built on a century-long history—one of the last of its kind in the country.
“We’re thrilled to welcome Maeden to our edit as they launch into their second season. The Dutch founder and designer, Christian Heikoop, is an incredibly passionate individual who brings a real warmth and artistry to his work. The brand feels much more mature than just two seasons, particularly with eye-catching colours in the collection, including a particularly vivid lipstick red that is incredibly difficult to create on leather. The overall colour story is very reminiscent of old Celine, with the lipstick red complemented shades of white, beige and charcoal. The shapes feel effortlessly fresh and offers something for everyone – from smaller pouch bags to novel takes on the bucket bag style, and what is undoubtedly my favourite hobo of the season and is perfect for day to night dressing. The product speaks for itself, but the brand boasts impressive sustainable credentials by working with partners in the meat industry to try to create a zero-waste environment and upholds the highest animal welfare standards, making the collection fully traceable.” – Hugo Preece, Senior Buyer for Womenswear Accessories at Browns.
Image credits: Casper van der Linden