Aiayu is a modern, sleek, yet ethical Danish brand of mindful home and knitwear in noble yet sustainable fiber qualities. The since 2004 established label has opened its first concept store in Copenhagen, more precisely on the St. Strandstræde street.
Brand philosophy: “We re-define luxury with an informal approach to elegance. Deeply rooted in our DNA is a love for exquisite natural materials, high quality, comfort and craftsmanship.Denmark is our base, where we work creatively and design all our products. It’s where we grew up with a love of nature and a profound appreciation of honesty and simplicity as the true essence of beauty.
Our goal is to merge ancient skills with a Scandinavian simplicity, and create alluring, uncomplicated designs you will cherish forever – beyond any fleeting fashion trend. Knowing that the designs were made with respect for the women and men who crafted them, bringing a renewed sense of pride to these artisans, their communities, and to you and us. We believe that a product’s origins, sustainable production and environmental impact are of equal importance as its aesthetic. It’s the combination of these elements, together with an enduring design, that makes a product truly luxurious.
We want to demonstrate that a 100% responsible business practice is the only way to do business. The origins of our products are key to our concept. It’s where we draw on the expertise of local people, whose artisan skills are passed on from generation to generation. At Aiayu, it’s our deep desire to keep these ancient traditions alive. That’s why we make a point of communicating the origins of our products, insights about the local people, their culture and traditions.”
Materials used: llama (Aiayu reports that both its yarn and its finished products are made at a factory in Bolivia close to where the llama are farmed, to ensure that the community receives the benefit of the value adding activities. The brand reports this factory is WRAP certified, and that each garment is signed by the Bolivian woman who knitted it), organic cotton, yak wool, cashmere, and yarns made from textile scraps.
Sustainability guarantee / certifications:
GOTS is a standard that covers the entire supply chain, from fiber to finished product. It is based upon respect for people and planet. GOTS certified cotton guarantees that the raw material is grown organically and that the production is processed organically and socially responsible. All AIAYU cotton products are 100% organic, and fully GOTS certified.
SA8000 is a certification standard that encourages organizations to develop, maintain, and apply socially acceptable practices in the workplace. This is very central to the ethics of AIAYU and ensures that the artisans working conditions live up to our own ethical standards. AIAYUs cotton products are manufactured in a SA8000 compliant factory.
WRAP is a certification program with 12 principles that is mainly focused on the apparel and footwear industry. The objective is to monitor and certify compliance with the principles to ensure that manufactured products are produced under lawful, humane and ethical conditions. AIAYUs production facility in Bolivia is WRAP certified.
AIAYU is a member of the Global Compact, which is the world’s largest corporate sustainability initiative that provides companies with a framework of principles to incorporate. AIAYU communicates on an annual basis about progress in implementing the principles, which is available to the public and is our visible expression of commitment to sustainability.
In 2008, Aiayu joined the Global Compact, a corporate sustainability initiative that provides companies with a framework of principles to incorporate. By doing so, the brand has committed to the Global Compact’s ten principles.