MASINI - Ethically Made Loungewear And Sleepwear

Masini

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Location

Australia

Made In

China

Values

Here at EME, we love our comfort. As a matter of fact, our favourite type of clothing is the kind that can be worn to bed AND out in public with ease. So you can imagine our delight when we came across Masini Sleepwear. Not only does Masini create luxurious cotton and linen sleepwear for men, women, and kids, their products also double as loungewear and resort wear. What a treat.

Since 2013, founder Ebonnie Masini has created timeless and luxurious styles in vibrant prints and colours. But Masini isn’t just aesthetically pleasing and ridiculously comfortable, it’s also a brand that is committed to constantly refining their processes to ensure the business continues to improve and becomes more responsible as it grows. Something we’re huge fans of at EME.

But did you notice we didn’t say anything about ethics or sustainability here? It’s not because we don’t think Masini is ethical (we definitely do); it’s because they believe being ethical should be intrinsic to the way one runs their business, rather than being at the forefront of why they exist. Instead, Masini lets their gorgeous, high quality pieces do the talking and the commitment to ethical practices? That’s just a bonus.

Oh, and just in case you didn’t know, Masini now (ethically and sustainably) creates bedding! Nope, it’s not too good to be true. Pillowslips, sheet sets, and duvet sets are now amongst the bedroom offerings Masini has launched, and all are crafted from stonewashed, temperature-regulating, OEKO-TEX certified linen crafted from French flax. Oui oui, ma chérie.

Right now Masini uses 100% biodegradable and compostable shipping satchels, they provide a reusable fabric pyjama bag with each purchase and they only produce small runs and avoid mass production. Masini does their best to monitor their supply chain and they’re very proud of their factory, which employs a small team of 45 people. It’s audited yearly by Qualspec to ensure ethical and safe working standards and is SA8000 certified.

As with all businesses, there is a consistent drive to be better than the day before and Masini is no different. They’ve promised to continue making changes and decisions that help better the environment because being ethical and sustainable is just as important as creating pieces that you can spend literally every hour of your day (and night) in. As of right now, you’ll find us rocking our linen Masini loungewear like we’re a character from the film Call Me By Your Name eating Gelato on a beach in Italy. Care to join us?

Want to know where Masini sits and what they’re working on in terms of these 5 values? Hover over these values to find out.

Behind the Brand

“I’ve hit a few hurdles when it comes to cost. Sometimes the most ethical or sustainable option can be very expensive. It seems to be getting better now because there are far more options, but I’ve found manufacturing sustainable garments can be hard because there can be huge minimums. Which is kind of counterproductive when you want to produce slow fashion and small runs”.

Ebonnie Masini

Ebonnie Masini - Masini Sleepwear Interview

What made you start Masini Sleepwear?

I was living in London and working as a buyer in Dubai so I was travelling quite a bit. I was trying to find some comfy but also stylish sleep or loungewear to get around in. I couldn’t find much and everything I did find seemed to cost a billion dollars. So that’s where the idea started. I spent a year or so researching and developing it all and then I moved back to Australia to launch Masini in 2013.

Do you have a morning routine? If so what is it you do to set yourself up for the day ahead?

I have a 10-month-old daughter, Tiggy, who wakes up bang on 7 am every morning, so that’s my alarm clock. My husband and I both work from home and we recently moved to the country so our morning routine is pretty slow and chilled. We make coffee, eat breakfast, read the news and then we all go for a walk to get another coffee. Our house backs onto a state forest so we wander through the bush and into town. My actual work day doesn’t usually start until about 9.30 when Tiggy has her nap.

What’s the biggest barrier you’ve found to succeeding as a socially conscious business?

I’ve hit a few hurdles when it comes to cost. Sometimes the most ethical or sustainable option can be very expensive. It seems to be getting better now because there are far more options, but I’ve found manufacturing sustainable garments can be hard because there can be huge minimums. Which is kind of counterproductive when you want to produce slow fashion and small runs.

Within the ethical fashion community, there’s a big question that we ask which is ‘who made my clothes?’. In the scope of Masini Sleepwear, who made the things you sell? Can you tell us a bit about them?

My wonderful factory is in Hangzhou, China. It’s a small scale factory with only 45 employees and it’s been running for about 3 years. It gets audited every year by Qualspec and is SA8000 certified which is a global certification dedicated to the fair treatment of workers. They pay wages above the minimum wage and there is absolutely no forced or child labour. The factory is also large and well ventilated so it’s safe for the employees.

Why did you pick the fabrics you have chosen to work with?

Being sleepwear the most important consideration was making sure the fabrics were both breathable and comfortable. Another thing was that they could be hand or machine washed because I thought it’s probably ridiculous to expect people to dry clean their PJs. I use viscose which is a wood-based fibre. It breathes beautifully and drapes amazingly on the body. I also use linen and cotton, which I think most people know are great for sleeping.

Best piece of advice you have ever received?

Ask yourself “what would a man do?”

Not saying that men are always right! Far from it! It’s about the confidence that men have behind their decisions. They seem to back themselves far more than us woman do. So whenever I’m faced with a hard business decision or a difficult person, I always have a little voice in my head that says “what would a man do?”. Be strong, feel powerful and back yourself.

What’s next for you and Masini Sleepwear?

More product. I want to keep expanding my offering and I think my customer does too. I also hope to continue collaborating. I’ve collaborated with some great illustrators and artists and I get such a kick out of these partnerships.

One book and/or documentary everyone should read/watch? Why?

Since making the move to the country I’ve become interested (or you could say addicted) to watching documentaries on sustainable and passive homes.

One film, in particular, is about an older guy that has lived in the wilderness for 50 years. He and his wife have done everything with their own two hands. It was one of the most inspiring thing’s I’ve ever watched. The guy’s a genius. Even if you’re not in to this sort of thing it’s definitely worth watching – https://www.youtube.com/watch?v=2qcsWajivnI&feature=youtu.be

Shop Masini Sleepwear here.

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