To celebrate its 90th anniversary, MAIF has decided to blow out its candles – with the Affective agency – by imagining a pop and modern textile collection. Its ambition: to celebrate the modernity of the militant insurer through a capsule collection that breaks with the world of insurance.
In September 2023, MAIF – the mutual insurance company – imagines the launch of a textile range to celebrate its 90th anniversary, with the help of the Affective agency. The specifications are simple: create a vintage, eco-responsible, offbeat, sustainable textile range that embodies MAIF values and celebrates each activist. The pride can be seen in the words of Cécile Ribour, MAIF communications director: “MAIF Héritage pays tribute to 90 years of commitment. This activist collection demonstrates the modernity of the MAIF brand and proudly carries our colors as an activist insurer”.
A production spanning 90 years of history
MAIF and the creative teams of Affective went to Niort to visit the insurance company’s archives, to draw inspiration and create future clothing and accessories: caps, fanny packs, socks, t-shirts and other sweatshirts…
In January, the agency presented its project with the logo, emblematic of the mutual insurance company in the 1980s, whose manufacturing is entirely European: three quarters of the products are made in Portugal, the cap is produced in Poland and the socks in Bulgaria. The socks are made of European cotton and cost €12. The sweatshirts and T-shirts in GOTS (Global Organic Textile Standard) organic cotton are priced at €75 and €40.
This independent label certifies decent working conditions and respect for the environment. The inscription of the word “MILITANT” and its variations on all the products in the MAIF Héritage collection highlight the mutual’s commitments. The collection is therefore intended to be inclusive: each product is available with the inscriptions MILITANT / MILITANTE / MILITANT?E, with pop, modern and tangy colors.
The MAIF Social Club at the heart of the collection launch
The result of this collection has been available since June 2024, in a limited edition – in order to avoid overconsumption – on the MAIF Social Club website and in the MAIF Social Club boutique, 37 rue de Turenne in the 3rd arrondissement of Paris.
Source: www.e-marketing.fr
