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See all ads on AdLibrary →Aiayu is a Copenhagen slow-fashion brand founded in 2005 by Maria Høgh Heilmann. The brand specialises in hand-crafted knitwear and womenswear made from traceable natural fibres including organic cotton, baby alpaca, and merino wool, with supply chains mapped back to specific farms and communities in Bolivia and Nepal. The brand's name means 'soul' in the Bolivian Aymara language — a nod to its deep ties with South American artisan communities. Aiayu is led by founder Maria Høgh Heilmann and CEO Maria Glæsel, and operates a mono-brand store in Copenhagen's Vesterbro neighbourhood alongside its DTC e-commerce channel. The brand is a reference point for the European slow-fashion movement and generates strong editorial coverage through its radical transparency approach.
