Our goal is to create timeless, durable designs you will cherish forever – beyond any fleeting fashion trend – made with respect for the women and men who crafted them, bringing a renewed sense of pride to these artisans and their communities.

Aiayu – pronounced [ai-ya-yu] – means ‘soul’ in the indigenous Aymara language from Bolivia. Our label was founded in 2005 by Maria Høgh Heilmann to make products made with care for the environment, the worker and the wearer. Fabrics are chosen for their textures and tactile qualities, how they feel against the skin. Pyjamas in crisp cotton, the fluffy toweling of the Sunday bathrobe, a soft blanket to curl into as the temperature drops. The gentle natural palette reveals materials and yarns primarily in their natural colour without the use of chemical dyes. All pieces are made in Bolivia, India and Nepal and are intimately connected to their origin and people.

We believe that a product’s origins, sustainable production and environmental impact are as important as its aesthetic. It is the combination of these elements that makes a product truly luxurious.


We see ourselves as merely refining what nature has already designed so beautifully. We have a deep love for the materials, and the people we work with to create our unique designs.

We want to demonstrate that a 100% responsible business practice is the only way to do business. The origins of our products are key to our concept. It’s where we draw on the expertise of local people, whose artisan skills are passed on from generation to generation. At Aiayu, it’s our deep desire to keep these ancient traditions alive. That’s why we make a point of communicating the origins of our products, insights about the local people, their culture and traditions.