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Eco-Fashion to admire the Dutch jeans brand Kuyichi



A short story about Kuyichi Eco jeans brand


Kuyichi is a Dutch denim jeans brand that takes design sustainability with great responsibility. Kuyichi is a truly sustainable fashion brand from the field to retail works with social awareness. Kuyichi represents values we aspire profoundly. In 2000 the founders of Kuyichi, NGO Solidaridad, wanted to introduce organic cotton in the mainstream textile industry. During their experience working with other commodities development of fair trade with organic coffee and fruit, mostly doing business across Latin America, they soon discovered that cotton production caused pollution, water demanding, the poverty among indigenous Indians and factory workers high. Solidaridad decided to make a change. First Solidaridad tried to convince the big players across the denim industry use organic cotton rather than conventional, reduce chemicals could improve the working and living conditions in developing countries, however, big cotton is powerful and no large players, brands nor mills in the industry were interested, so Solidaridad in response decided to start their own brand Kuyichi. In 2001, Kuyichi was born.

Kuyichi is the first 100 per cent organic cotton produced jeans line, and only jeans brand working entirely with exploring the possibilities within sustainable fashion design. Kuyichi ultimate goal uses 100 per cent sustainable fabrics in every garment across the line of products, in addition to organic cotton experiment with recycled polyester, hemp, Tencel, and similar materials. Kuyichi slowly gains credit and acceptance from the market and a new conscious consumer who wants to know how who and where their garments being made. They work in close cooperation with Made-by to certify their suppliers according to a set of social standards approved by Made-by such as SA8000, Fair Wear Foundation, BSCI, and Wrap. Over the last years, Kuyichi managed to become a relatively large supplier of Eco-denim and their jeans distributed and represented in 500 leading stores across Europe. They establish standards that other brands will follow in the future, producing environmentally friendly products and perceived a fair company by local people working in factories and mills in less developed parts of the world. Sustainable product design is the future, a new standard and shortly only acceptable way of manufacturing, raw materials are expensive, in shortage and transportation cost rising.

Quality the most important factor when purchasing jeans

The quality as the factor as sustainability means slowing the product lifecycles, slow fashion demands a better design that works while still regarded as environmentally friendly. In 1999, asked by Levi Strauss to develop a new label system across all products and brands ready for the new millennium. The inconsistent, clutter and dusty old cowboy look upgraded, clearer communication. In addition, make a system of labels that could work across various markets without having to relabel. Before a huge problem, costly and not possible. Farrow Design in the UK was a creative partner making graphics for their client Levi Strauss Co.

Farrow Design developed a design manual including all brands and product groups across the Levi jeans lines (not 501 jeans) Farrow Design collaboration ship with Levi’s made possible brand new concepts, together with Levi Strauss designer’s re-invention of jeans with Levi RED and commercially spin-off Levi Engineered Jeans. Mark Farrow ability to simplify messages and brand communication visual language seems easy, however, difficult. Cutting through the clutter in a world of information overload is a precious creative gift. Make simple, consistent, recognizable signatures recognizable by the consumers is every brand’s dream, few understand the importance


Recycle denim paper

During material research, we discovered visiting several denim mills, the huge amount of denim waste after pattern cutting. An idea came to mind, could we remake the dead waste into value? Andre, a Levi Strauss label specialist with several years’ experience had made experimented before making denim waste into the blue indigo paper without bleach. It was perfect, Andre found a producer and manufactured heavy carton of the waste, and suddenly we could produce denim jeans labels, hand-tags, business cards, printing paper with a strong visual denim feel. A great milestone for the company and a new and better way, making value out of nothing, the product lifecycle extended. The upcycled denim labels were in-line with our goals, the materials itself a core brands value and a reminder that trying a little harder set new standards. The Kuyichi is a transparent company and proud to let people know the process from cotton growing, harvesting, designing, fabric development, sewing, transportation and retail sales, in addition, share their sustainable status in a scorecard created by the Dutch Made-By NGO.

Made-By provide

  • Percentage of organic cotton
  • Classification of sustainable fabrics
  • The percentage of certified factories
  • Kuyichi Website is a brand developed and made possible by their owners Solidaridad, who is the initiative by the Dutch government.
  • Solidaridad – Making markets work for the poor by creating fair and sustainable supply chains. Are you looking for support to produce sustainable, be certified? Is one of the tasks Solidaridad work towards
    Made-By Website is a European not-for-profit organization with a mission to make sustainable fashion common practice and improve environmental and social conditions in the fashion industry. To do this MADE-BY work with fashion brands of varying sizes and scope, and supports them in developing sustainable strategies to improve conditions across their entire supply chain.
  • Sustainable product design; minimize the use of materials and increase quality is one of the elements in the sustainable design. Sustainability strives towards three principal elements; the goal of sustainability is to reduce harm to the environment, use renewable forms of energy, recycle, reuse and reduce the use of natural materials, increase quality according to extend a product Lifecycle and of course add profit to the owners, designers and all other people who are a part of the product lifecycle.

Check out the new Eco Fashion Dictionary with 1200 terms all illustrated
ECO-FASHION-DENIM AND DIAGRAMS DICTIONARIES OVERVIEW

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