If change wasn’t going to come from within, it had to be built from the outside.

The Oro Blanco project had proven something important. Cotton could be grown differently:

Organic.

Without harmful pesticides.

With respect for both people and land.

But one crucial piece was still missing:
A market

A different decision

The cotton was there. But the industry wasn’t ready to move with it. So waiting was no longer an option. If change wasn’t going to come from within, it had to be built from the outside.

Existing brands did not believe in the value yet, Solidaridad decided to create one themselves.

A brand that could turn this cotton into something tangible.
Something people could wear. Something that could prove a different way was possible.

Choosing a name

Kuyichi, a word from Quechua, the language of the Incas, refers to the god of the rainbow.

According to an ancient myth, the Uros people — known for their weaving — lost all colour in their world. Through conflict, everything faded.

Only by striving for the good, for the positive, were they able to bring colour back. Kuyichi allowed them to weave colour into the world again.

That idea stayed.

The belief that what we create should add something back to the world.