Kuyichi Redefines Black Friday with Conscious, Charitable Consumption
Dutch apparel brand Kuyichi is rooted in responsibility. The company was inspired by NGO Solidaridad’s visit to Peru in 1998, which brought to light the poverty and pollution in the cotton industry there. The organization sought to support and reward farmers for growing organic cotton, but there was not a sufficient market for the fibers. To create the needed downstream demand, Kuyichi was launched as a consumer-facing brand selling 100 percent organic cotton denim.
With these foundations in sustainability and social good, Kuyichi put its own spin on Black Friday this year. Instead of marking merchandise down, the company—which has ceased discounting—highlighted its new Forever Black denim that uses TENCEL? Modal with Eco Color technology. The dope dyeing process for these fibers happens at the solution stage, as pigment is added to the liquified pulp before it is spun. This not only saves energy and water over conventional dyeing, but it also locks color into the core of the fiber for better colorfastness and longevity.
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This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL? Lyocell and Modal to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.tencel.com.