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MADE TO LAST

AESTHETIC LONGEVITY 

When designing new styles or adding new colors and patterns, we thoroughly evaluate their aesthetic longevity, and will only incorporate them into our existing collections if they will be relevant for many seasons to come.

AIAYU products are made to last, but we understand that even the best made garments require some maintenance and care.

Damage from daily wear and tear happens but is often completely repairable, and we don’t want a little hole or snag to be the reason why you discard your beloved Aiayu product. This is why we offer a complementary repair service on our items. Repairs are complimentary for up to 5 years after purchase for knitwear items and for up to 2 years for our cotton products.

Read more about our repair service here

EMOTIONAL CONNECTION

We strive to make our products ‘emotionally’ durable, as we have found that when consumers have an emotional connection to an item, they will care for and use it for longer. This is why we make a point of communicating the connections our materials and products have to their people and countries of origin. We want our customers to understand the care, effort, and energy that was put into creating their favourite Aiayu product.

For instance, our handknit llama wool products from Bolivia are “signed” with the initials of the Bolivian woman who made the item. Not only does this create consumer admiration and recognition for the artisans’ craftsmanship, but also a sense of pride and ownership for the artisans. We want to do our part to inspire our customers to understand the importance of slower, ethical, and sustainable consumption.