Makers Series: MEEMA
Location: Guatemala | Specialty: Upcycled Home & Kitchen Textiles
MEEMA, maker of some of our favorite kitchen goods, was one of the select brands that we launched with in 2020. And for good reason.
They take discarded denim and cotton and turn it into beautiful towels, aprons, napkins and other kitchen textiles. They live where recycling meets impeccable design meets durability. What a wonderful, and rare, place to be.
In the age of fast fashion, the goods that MEEMA produces will likely outlast what was originally made from that cotton. It's sustainability on steroids. Their philosophy and approach to business is one that inspires us greatly. The world is a better place with 1 MEEMA. But we wish there were thousands.
If you need a little inspiration, or a reminder of the good in the world, check out our conversation below with Alejandro, the founder of MEEMA.
Abby (Willinglee)
Hi Alejandro, thank you so much for agreeing to be a part of our Makers Series on our blog.
The reason we fell in love with MEEMA is because you have a mission to design sustainably. On your About page, you state "Nature's process is circular. Everything transforms into something else in a continuous cycle of zero waste." That's beautiful. Can you explain circular design in more detail to our customers?
Alejandro (MEEMA)
Absolutely. We always find the Ellen MacArthur Foundation's definition resonating deeply with us. They describe the circular economy as a system where 'materials never become waste and nature is regenerated.' This is precisely the heart of our philosophy.
For us, it's not just about creating products; it's about crafting beautiful items that work great, and stand the test of time, while being as sustainable as possible.
We're passionate about maximizing the use of waste in our manufacturing processes. And importantly, we always aim to ensure that any byproduct or waste we do generate can be seamlessly returned to nature, aiding its regeneration. It's about being harmonious with our environment every step of the way.
Abby
I had never heard that MacArthur Foundation definition, but it resonates with me as well.
Let’s go back to the beginning. What made you want to start a business in this space? How did MEEMA come to be?
Alejandro
Like many ventures, a twist of fate significantly influenced the birth of MEEMA.
For generations, my family has been deep into the textile business. I spent my summer vacations while growing up, working with my grandfather doing all types of odd jobs. A few years later, MEEMA was born, in close collaboration with my uncle and cousins, who now manage the company – The New Denim Project, an incredible manufacturing project that makes textile products with upcycled cotton from jean manufacturers and cotton mills waste.
When I heard about it, it was like a light bulb moment! I thought, 'This is it.' And that, in a nutshell, was the beginning of MEEMA.
“For us, it's not just about creating products; it's about crafting beautiful items that work great, and stand the test of time, while being as sustainable as possible.”
© MEEMA
Abby
Very cool—we love a family business. So, where does the name "MEEMA" come from?
Alejandro
Meema is what we called my grandmother. Anyone who knew her will definitely remember her in the kitchen making delicious dishes, setting a table, or feeding someone in some way or another, along with her incredible optimism and laughter.
So MEEMA, as a line of kitchen and table textiles, is a way to honor and remember her.
Abby
Grandma in the kitchen cooking a delicious meal. Does it get any better than that?
I’m assuming this connection to your grandma had something to do with the choice of doing kitchen textiles?
Alejandro
We wanted circular design to be a tangible part of people's everyday lives. Think about it: whether out of necessity or simply for the joy of it, we all spend a significant amount of time in our kitchens.
It's also a place where disposable products are frequently used. Our idea was to revert to timeless, durable textiles, reducing the need for disposables.
Why add to the waste when we can surround ourselves with beautifully crafted, lasting products? So, we decided to start our journey in the heart of the home – the kitchen and the table.
© MEEMA
© MEEMA
Abby
Do y'all partner with any restaurants? Your linens are so gorgeous... I feel like your aprons would do really well in nice restaurants across the country.
Alejandro
Thanks for the love! Yeah, we definitely have some partnerships going with restaurants.
Even though we initially had home kitchens in mind, we've found some super cool restaurants and hotels that vibe with our mission. It’s super exciting to see MEEMA as uniforms and on those beautiful tables. We’re actually designing part of our next collection with them in mind, now.
© MEEMA
“Meema is what we called my grandmother. Anyone who knew her will definitely remember her in the kitchen making delicious dishes.”
Abby
That makes sense!
We noticed you're a Certified B Corporation. That's awesome, and no joke! It's hard to get that certification. How was going through that process for you? What do you love most about being a Certified B Corp?
Alejandro
You're absolutely right—it wasn't a walk in the park. However, the journey was incredibly insightful and rewarding.
What really stands out for us in being a B Corp? Two things. Firstly, the self-assessment. It's a mirror that shows us that, even if we're headed in the right direction, there are many areas where we can step up our game. And that is vital if we want to continue growing and improving. Secondly—and this is huge for us—the sense of community.
Cristina recently attended the Sistema B meeting in Mexico, and it was truly life-changing. Being among a group of companies with shared values and endless learning opportunities is truly golden. The collaboration within this family is nothing short of amazing.
Abby
Very cool!
Without giving any secrets away, is there anything new on the horizon for MEEMA?
Alejandro
Oh, we’re happy to share something IS brewing at MEEMA!
For the upcoming year, we're scouting new manufacturing locations where tackling textile industrial waste is crucial. This exploration will pave the way for fresh colors and designs to enrich our collection. We're absolutely thrilled about what's coming. Stay tuned; we'll make sure to keep you in the loop!
© MEEMA
Abby
Yes!! We can’t wait.
At Willinglee, we’re passionate about educating our customers on the benefits of supporting small shops, makers, artisans, and companies that have sincere missions. Would you be able to share a few of your favorite small businesses (nationwide)?
Alejandro
We love so many small companies working hard on creating beautiful and great quality products, with sustainability and social impact always in mind. Here are a few brands we love:
- Bambu
- Eco Lunchbox
- NOLÉ
- Wakami
- Notox Life
- Jaggery Bags
- Mafia Bags
Abby
Amazing! I’d never heard about Notox Life… I foresee a new shopping cart in my future. Thank you so much for taking the time to teach our customers more about MEEMA! And thank you for the amazing work you do recycling excess denim and cotton :)
Be sure to check out MEEMA to learn more about Alejandro & the team’s work. You can also follow along on Instagram.
“Why add to the waste when we can surround ourselves with beautifully crafted, lasting products?”
© MEEMA
© MEEMA
Find more Makers Series on our blog, or shop MEEMA below.
