Our journey started in 1998 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.
'The most commonly worn product made of cotton is a pair of jeans.'
You do not wear a pair of jeans for just one season. You wear them for years. They are the most worn cotton product in the world and therefore one of the most influential. What you wear this often leaves a trace.
Behind denim lies an industry that ranks among the most polluting in fashion. Water use, chemicals, the depletion of natural resources. All of it is woven into something that was once meant to last. That contradiction was unacceptable to us.
That is why we became the first brand to choose 100% organic denim. Not as an end point, but as a beginning. A fundamental choice that continues to shape everything we do. We keep challenging and improving the chain, because impact is not a side issue. It is the core.