Sustainability at Miomojo focuses on innovation and responsibility

While large clothing and accessory brands often struggle with their sustainability efforts_ as their size makes them inflexible or their business model is based on overproduction_ smaller and younger labels have it a bit easier as a sustainable direction was part of their programme from the outset. One such company is the Italian bag label Miomojo_ which produces vegan bags from various material innovations. In its latest Impact Report_ the brand reports on its achievements over the past year.

“We explored even more advanced materials_ expanded our research_ and forged extraordinary partnerships. From sports with Udinese Calcio to direct activism with Sea Shepherd_ from our alliance with AIPD to our work with Humana_” sums up founder Claudia Pievani_ highlighting some of the key achievements.

The brand_s sustainability strategy rests on four pillars: people and social justice_ materials and innovation_ environment and climate and activism and responsibility.

Materials and innovation

In 2024_ 50 percent of Miomojo_s materials were bio-based_ derived from agricultural waste such as orange_ olive_ bamboo and rice; 32 percent came from recycled sources and 13 percent from certified natural fibres. Five percent came from "bold innovations" such as mycelium_ grape_ tea and marble.

The brand launched four collections in total_ each built around a single material. “Every material is a statement. We don_t use what is easy. We use what makes sense_” is the brand_s motto.

Environment and climate

In 2024_ the brand used sustainable aviation fuel (SAF) for 27 percent of its air freight with the DHL GoGreen Plus programme. This reduced CO₂ intensity by 24.7 percent.

“We reduced travel_ prioritised trains_ chose economy class—even for long-haul flights. We optimised every logistical detail_ starting the transition to reusable packaging for e-commerce

_” reports Miomojo.

Activism and responsibility

Following the motto “Avoiding harm is not enough. You have to take a stand”_ Miomojo has donated 10 percent of its profits to organisations that protect animals_ biodiversity and human rights since its foundation.

In 2024_ the label launched the “Guardians of the Sea” campaign together with Sea Shepherd and the Seaqual Initiative: a limited edition gift box made from yarn from regenerated marine plastic. Twenty percent of the proceeds were donated to the environmental protection organisation_ which uses it to protect the Mediterranean octopus and the ecosystem it depends on. Miomojo also supports Four Paws_ Save the Dogs_ Animal Equality_ Capra Libera Tutti and PETA.

People and social justice

Last year_ Miomojo donated over 2_000 products to Oxfam_ raising more than 112_000 euros for projects such as access to clean water for over 11_000 people in Yemen_ as well as education_ health and agriculture programmes for vulnerable communities.

With the Italian Down Syndrome Association AIPD_ the label has begun a path of inclusion and welcomed new employee Giulia to the team. Miomojo_s vision has also been presented at universities such as Bocconi_ IULM_ Bicocca and Cattolica to offer future generations a different perspective.

Collaborations

Last year_ the label collaborated in three areas beyond fashion: in the sports realm with a sports capsule made of olive-based material with the Italian football club Udinese Calcio; in the world of mobility with a rice-based travel bag developed together with Porsche Bergamo; and in tourism with gift ideas for hotels and wineries.

In addition_ the collaboration with the non-profit organisation Humana People to People Italy_ which has been transforming second-hand clothing into social and ecological value since 2016_ will ensure that accessories from previous collections find a new life in Humana stores.

Future plans for Miomojo

This year_ the label will be present at the Emmy Awards for the first time_ together with PETA USA.

The planned Miomojo Foundation is also intended to be a place where innovation_ education and care come together_ where various animal-free materials are presented and animals are rescued_ a sustainable hub for schools and universities to discover.

Miomojo was founded in 2014 by Pievani in Bergamo: “From the very beginning_ we have been committed to creating a new business paradigm where profit and positive impact are inextricably linked. As a B Corporation and a leader in this emerging economy_ we believe that businesses should be run in a way that promotes the well-being of people_ all living things and nature. Through our products_ services_ practices and profits_ we strive to avoid harm and create benefit for all_” explains Pievani.

The complete Impact Report can be downloaded from the Miomojo website.