Our journey started in 2000 in Peru, South America. The founders of Kuyichi, NGO Solidaridad, were exploring the cotton industry in Peru and were shocked by the pollution and the poverty they saw.

This had to change. They started collaborating with local cotton farmers, rewarding them and everyone involved in the supply chain, for their hard work and stimulating them to produce fair and organic cotton. Without the use of toxic chemicals. But no brands were interested in buying organic fabrics and end products at that time, because it was too expensive.

“So why don’t we start a brand ourselves?”, they said. “To make sustainable products more interesting and change the industry”. Kuyichi was born.

The most commonly worn product made of cotton is a pair of jeans. The denim industry is also one of the most polluting ones in the entire fashion industry, so we started making 100% organic denim as the first brand ever. We’re still very proud of this and making a positive change in fashion is still what we’re here for.


Kuyichi was named after the Peruvian God of the rainbow, who brings colour and positivity to society. We’re here to do the same in the fashion industry: we want to create a system that makes life fun and enjoyable for everyone in the chain.


All of our products are made from organic and recycled materials, by people who are treated and paid right. With these pure goods, we strive for true sustainability. To make sure you know what you’re wearing, we carefully select our suppliers and partners. We take full responsibility for everything we do, both socially and environmentally.


All the cotton we use is 100% organic cotton. Organic crops are grown without the use of chemical fertilizers, pesticides and insecticides. Organic cotton is 100% pesticide free. Pesticides pollute soil and water, killing wildlife and harming communities. Creating organic cotton yarn reduces CO2 emissions by 60% compared to conventional cotton. It is also better for the people who work with it and for your own skin.


A beautiful pair of jeans only increases in value and starts telling a story the longer you wear it. That’s why we have let go of the seasonal collections and focus on timeless essentials. Furthermore, we’ve decided to stop practising sale. We believe the products’ value doesn’t change over time and that the products should always have a fair price for the consumer, the retailers and the people who make our clothes. Read our complete vision on sale here.

We also think that recycling is a big part of the solution as well. That’s why we work with different partners to make beautiful new things out of old denim. A part of our denim fabrics consists of Post Consumer Recycled Denim (made from old collected jeans).

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