We prioritize crafting fewer, high-quality pieces using nature's finest materials, which are either certified by leading standards, unique regenerative fibers, or recycled. We source them from around the world, all grown and raised in their indigenous environments by the people who know them best. By doing so, we support small family farmers, nomadic herders, and responsible certified producers.

To optimize fiber-to-fiber recycling options for our products at the end of their usable lives, we ensure that most of our materials remain pure mono materials.

We prioritise long-term relationships with our production partners, built on mutual trust, respect, and a shared commitment to advancing responsibility. We maintain close connections with our skilled artisan partners who create our products, many of whom have been with us for more than a decade, evolving into valued friendships over the years.

Our handcrafted designs celebrate traditional craftsmanship and honor the artisans who have preserved and passed down essential skills such as hand knitting, weaving with traditional handlooms, and crocheting through generations. These techniques, deeply embedded in regional cultures, are at risk of disappearing. By working responsibly with our production partners, we strive to support regional economies and preserve the cultural significance of these enduring traditions, ensuring they continue to thrive and inspire future generations.

Reducing our environmental footprint involves prioritizing GOTS-certified value chains to minimize the use of harmful chemicals and avoiding dyes whenever possible. Wet processing is a toxic and resource-intensive process, so eliminating this step significantly reduces our chemical, water, and energy usage. Additionally, we eliminate virgin synthetics from our products.

At aiayu, we focus on creating fewer, superior products from natural materials, releasing only two collections yearly. This approach allows us longer lead times, ensuring meticulous craftsmanship and durability. Our commitment extends to a repair service, helping customers prolong their aiayu pieces' lives and cherish wear as unique hallmarks. Our timeless design philosophy prioritizes simplicity and longevity over trends,

using durable materials to maintain value. Craftsmanship and quality define our production, imbuing each aiayu piece with depth and soul.

Certifications provide a significant framework for responsible production. Whenever possible, we source according to the most rigorous certifications like the Global Organic Textile Standards (GOTS) for organic cotton and the Responsible Wool Standard for wool. We emphasize social responsibility by requiring larger production partners to hold leading certifications such as SA8000 or BSCI, ensuring fair wages, good working conditions, and stable jobs in their communities.  

Additionally, and to “move beyond organic” we work with non-profit farmer collectives, which help small cotton farmers earn better, more stable incomes through regenerative organic farming practices that build soil health, reduce water use, and enhance crop yield through crop rotation, rainwater collection, cultivation, and cover cropping. Organic farming avoids harmful chemicals and practices, whereas regenerative agriculture focuses on techniques that actively promote healthy ecosystems and positive environmental impacts.