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Organic cotton to fair trade fashion

Product analysis: Kuyichi jeans

The market

Young men and women who are looking for stylish clothing that has been produced in an environmentally-friendly, socially-responsible way. Kuyichi describes its products as: 'directional jeanswear collections for the young urban consumer.' Kuyichi clothes are on sale in 150 Dutch shops and other outlets in the UK, Sweden, Italy, Greece, Spain and Australia.

Product function

Kuyichi products are everyday clothes that people want to be seen in. The collection includes:

Tops come in a range of vivid colours and striking prints.


Kuyichi clothes are made from organic cotton grown in Canete, Peru, without the use of synthetic pesticides or fertilisers. The cotton bolls, consisting of seeds and fibres (lint), are picked by hand.


Some of the organic cotton is processed in two Peruvian factories. The rest is shipped to India, where the yarn is spun and the clothing made in two specially selected factories. Kuyichi is trying to ensure good working conditions in all of the factories that are involved in making its clothing.


As organic cotton is grown without synthetic chemicals, it is much safer for farmers, farm workers and their families. It also reduces damage to the environment and animals. The fair trade organisations involved at every stage of the cotton and Kuyichi clothing production ensure that workers involved have safe working conditions.

In addition, some people believe that clothing made out of organic cotton is safer to wear. In the words of organic cotton farmer Ulysses: 'It's natural, it allows your skin to breathe.'


The appearance of Kuyichi clothing is vital. If it is to succeed, Kuyichi has to sell fashionable products that people want to be seen in. As a result, its designers work hard to create stylish, colourful, attractive clothes that follow the latest trends.

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