The continuous evolution of Maggie Marilyn’s ‘Somewhere’ line is a testament to the unwavering commitment by designer Maggie Hewitt to create a better world for people and the planet.
Launching Somewhere Man this week is a poignant moment for the tenacious Hewitt, who drew inspiration from a treasured circle of men in her life to create a collection that offers style, comfort, and versatility.
Just like the sustainable values the Somewhere line embodies, for Hewitt, “the ‘Somewhere Man’ is a person who walks the talk, and actively supports initiatives and brands that place people and the planet first.”
The history of Somewhere
The original Somewhere range debuted in late 2019. It featured a range of affordable and simple wardrobe basics in just a few colourways. Today, Somewhere boasts an impressive line-up of garments in even more styles and colours of the rainbow—from a one-shoulder singlet and a functional skort to a puffer jacket. All garments are made from traceable and circular materials like organic cotton, ethically farmed merino, and regenerated nylon. They can be composted or recycled at the end of their lives.
The real success of the Somewhere line is perhaps not found in its breathtaking line-up of powdery-blue hues or sublime tailored dinner suits, but its intent. Late last year, Hewitt bravely altered her inventory ratios to place Somewhere at the forefront, with her Forever capsule taking a back seat. While risky, this move allows Hewitt to influence textile growers to transition to regenerative fibres—an ambitious task that goes beyond benefiting business, but sustainability as a whole.
Somewhere Man
The recent decision to embrace menswear was a natural progression for Maggie Marilyn. While all genders wear existing Somewhere styles, Hewitt believes that more people need to come to the table to use their purchasing power for good. “The climate crisis demands a fashion revolution, and that means including everyone in the fight,” says Hewitt.
Debut Somewhere Man styles include a ‘perfect white tee’ and ‘classic linen shirt’, as well as tracksuits, blazers, and relaxed-fit trousers. The Somewhere Man colour palette is made up of the seasonless trio white, black, and bone—to maximise wearability and mix and match styles.
Impressively, Somewhere Man has allowed Maggie Marilyn to double its market size with no increase in operational R&D or supply chain investment. One massive benefit from this growth is that the brand can now secure textile orders at a farm level for ZQRX merino (regeneratively farmed New Zealand wool). Hewitt is undoubtedly challenging the standards of what it means to be ‘sustainable’, fostering much-needed industry growth and change.
Somewhere Man launches on 27 October and will be available for purchase online at maggiemarilyn.com, or via click-and-collect at the Maggie Marilyn homes in Britomart and Newmarket, Auckland.
