Danish minimalism meets Latin American craftsmanship – that sums up the essence of Aiayu. The label was launched back in 2005 by Marina Høgh Heilmann, making it basically a pioneer in sustainable ready-to-wear and interiors.
All of Aiayu's creations [the word means "soul" in Bolivia's indigenous Aymara language] are designed in Denmark and produced in Bolivia, India and Nepal, ever since Heilmann fell in love with the remarkable people there whose artisanal heritage with llama wool inspired her: "People closely connected to nature and your gifts, at looms - family-owned for decades - creating unique fabrics that enchant," she says. Therefore, the designer is keen to protect with great respect the production there, strengthen the local economy and appreciate the know-how of local people.
Pillow from Aiayu's home collection
All workshops have water treatment plants that purify 100% of the wastewater produced and return it to the cycle. Each factory is also WRAP certified. The hand-knitted pieces, which are created in weeks of careful work, are unique, which are provided with a small signature of the handworkers – as a personal greeting and a thank you of mutual appreciation.
The lived minimalism is found at Aiayu in clean lines and fine, timeless silhouettes, which takes the focus of fast-moving trends out of fashion. Muted tones run throughout the collection, alluding to the closeness to nature and giving free rein to restrained cuts with simple color schemes and uncomplicated design.
Retail prices range between €175 for pants and €230 for blouses. In addition to its own web store, Aiayu's clothing is sold at Manufactum, for example, and the home collection at Connox.