Originated from astonishment. 1998, Central Peru. The garment district is packed, damp, and dusty. We see pollution and exploitation everywhere. Out in the open. We’re stunned; no one is trying to hide it. Harmful, synthetic, wasteful production. We got worked up. Why not go organic? It would mean the world. We confronted big fashion brands. None of them was interested, let alone committed. It wasn’t the hype. Yet. So we decided to show the world. Denim is destined to be organic. Kuyichi was born. Shift the growth. We didn’t stop there and agreed on one thing; we’ll always act beyond the hype. Beyond obsolete fashion conventions: fast is not better and sales promotions are like force-feeding. We should outgrow the idea that more is better and grow character instead. We love to develop alternative sustainable fabrics. We love to reduce, reuse, recycle, and repair. Sustainability shouldn’t be the next generation’s job. We see it as our mission.
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