Social Responsibility

Young volunteers join the Indigo Turtles project and set up camp on the 30km-long beaches for four months, working every day to protect the mature female turtles’ eggs from external factors and help hatchlings climbing out of their nests to reach the water. Along with hundreds of university volunteers from Turkiye and around the world, customers, scholars, social media followers, brand ambassadors, and employees of Mavi also participate in the project voluntarily. Awareness-raising activities at universities bring wider recognition to the project, contributing to growing the number of volunteers every year. In 2024, nearly 100 university students volunteered for the program, while the camp event was promoted with challenges for social media followers and influencer partnerships. In its 11th year, Mavi’s Indigo Turtles collection has expanded with new products such as sweatshirts, shirts, shorts, hats, and terry kaftans, inviting Mavi customers to join the movement. Customers who purchase the products in this collection become voluntary supporters of this charitable movement, which aims to help the oldest residents of the Mediterranean survive. Designed for women, men and children and made with organic cotton in line with the All Blue strategy, Indigo Turtles products are sold across Turkiye and in Mavi’s online stores in the US, Canada and Germany.

Mavi Scholarship Fund

Since 2016, Mavi has granted annual scholarships to female students in a number that corresponds to the age of the company through the Turkish Education Foundation. For the 2023–2024 academic year, 33 students received grants under the Mavi Scholarship project, which supports them throughout their university education. Mavi has also supported the education of one student as part of Koç University’s Anatolian Scholars program, which gives a second chance to successful students that achieve scores in the top 1% in the university exams despite limited education privileges but are unable to qualify for scholarships. To date, 116 female university students have benefited from the Mavi Scholarship Fund.

SosyalBen Skill Development Centers

The partnership between Mavi and the SosyalBen Foundation, which began with the Hope Truck project, became a long-term initiative with the launch of Skill Development Centers (BEGEM). These centers are established to support the psychosocial well-being of children affected by the earthquake and to help prevent the loss of physical and social skills. Located in Hatay and Adıyaman, BEGEM centers provide a safe environment where children can continue their development through long-term workshops designed by experts. The centers offer psychosocial support through diverse workshops in fields such as painting, music, sports, agriculture, games, and invention. These activities help children express themselves, build problem-solving skills, and develop self-confidence. Beyond personal growth, the centers also foster social solidarity and community spirit, while generating employment opportunities for expert instructors who are otherwise unable to secure work. In 2023, through the SosyalBen Hope Truck project, Mavi reached 9,270 children across nine cities. In 2024, as a supporter of BEGEM’s painting workshops, Mavi connected with 2,280 children. An impact assessment showed a social return on investment (SROI) of 34.2 for Mavi’s contribution in this area.

During April 23 National Sovereignty and Children’s Day week, Mavi Volunteers joined the opening of the Hatay BEGEM and later visited the Adıyaman BEGEM on World Children’s Day (November 20). Together with illustrator Gökçe Irten, they explored the healing power of art and experienced the joy of creating side by side with children.

Solution is to Let Live: Mavi advocates for stray animals Kurtaran Ev Partnership

Mavi continues to advance sustainable solutions for the welfare of stray animals, upholding the belief that every living being has the right to life. As a corporate supporter of the Kurtaran Ev association since 2023, Mavi has committed to covering rental costs for temporary shelters located in Hadımköy, Küçükçekmece, and Beşiktaş. Kurtaran Ev plays an active role in the rescue, treatment, sheltering, nourishment, and adoption of stray animals.

Mavi has developed a heart connection with Kurtaran Ev and extended its support for stray animals with the launch of the new Hav Collection . Inspired by the real stories of adopted dogs and their new families, the collection features t-shirts with “Hav” (meaning “woof”) graphics, inviting customers to join this kindness movement that aims to create awareness through the products. The “Hav” t-shirts warm the hearts of the wearers, while aiming to raise awareness about the adoption of stray animals.

BlindLook Partnership

Mavi partnered with BlindLook, the startup that develops technological solutions for a visually accessible world, to make mavi.com and Mavi App accessible to people with visual impairment. Committed to promoting an equitable and inclusive life, Mavi became the first blind-friendly fashion brand to join BlindLook’s global EyeBrand network,. Thanks to this partnership, 285 million visually impaired people may have an inclusive fashion and shopping experience on mavi.com and the Mavi App. Since 2022, the application has enabled the visually impaired users to complete their online shopping with Mavi by using voice commands without the support of anyone else and easily access all information and content.

Throughout the year, Mavi averaged an accessibility score of 84.2%, which corresponds to level AA in WCAG standards and remains above the industry average.

Mavi’s Other Activities for Social Benefit

Since 2021, Mavi has contributed to AÇEV (Mother Child Education Foundation) projects that support parents on the occasion of Mother’s Day and Father’s Day. Mavi backs the Foundation’s efforts to raise awareness about parenting and the training program to empower mothers.

• Since 2021, Mavi has supported UNICEF’s “Leader Girls of the Future” program, which aims to empower girls and promote gender equality, since 2022. The company also encourages both Mavi employees and other stakeholders to contrib

• Since 2018, The Mavi Running Team participates in the Istanbul Marathon, raising funds the TEMA Foundation.

Full Support for Community Volunteers Foundation

Aiming to launch and implement sustainable social responsibility projects that add value to youth across Turkey, Mavi entered into a partnership with the Community Volunteers Foundation (TOG). As part of this partnership, Mavi has so far supported 36 events with the active involvement of its employees, while 2,413 university students from diverse cultural backgrounds have helped launch numerous projects during Mavi-TOG Atak events. TOG-Atak events, organized by Community Volunteers Foundation all around Turkey within the scope of intercultural learning, help improve the physical conditions in schools, student residences and libraries in dozens of cities. Furthermore, workshops have been held to raise awareness of a range of topics from healthcare and living with disabilities to environment, cultural heritage and law.

The experiences of Community Volunteers during the Mavi-TOG Atak events, and the warmth, energy and interactions of college students during social events were captured by photographer Ahmet Polat in 2008, and those images were displayed in the exhibition “Ways of Youth.”