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Design philosophy

Rooted in a materials-first philosophy, aiayu creates timeless wardrobe essentials and homeware that transcend seasons. Each piece is meticulously crafted by master artisans, honouring the fibres' regions and resources. Deeply committed to using pure, natural fibres and nature’s own colour palette, aiayu employs best-in-class manufacturing practices, emphasising longevity and undyed materials – an approach that allows the materials to guide the designs, complimenting the brand’s Scandinavian sensitivity. An aiayu piece is more than a garment; it carries a story and a heart. It embodies a unique connection between humans and nature, brought to life through soulful craftsmanship, and is made to last longer and be cherished longer.

Allowing materials to guide our designs.

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We are committed to reducing our environmental impact and ensuring fair and respectful treatment for everyone involved in creating an aiayu piece.

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Prolonging the life of textiles through proper care and repair, rather than replacement, is one of the most efficient ways to reduce the textile industry's environmental impact and preserve natural resources.

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Our material library is an in-depth resource for exploring the unique properties of each fiber, offering insights into how their attributes enhance the creation of aiayu collections.

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