Zoé Daemen has been with Kuyichi for eight years now. Kuyichi, a Dutch denim brand, positions itself as an alternative to fast fashion. “When I started, there were only four of us. Today, we’re fifteen. But we still work closely together with one shared goal: proving that the denim industry can do better,” Daemen explains. The brand focuses on timeless pieces and offers a wide never-out-of-stock collection. “We want consumers to buy more consciously. That’s why we don’t do seasonal sales, since discounting often triggers impulse purchases that end up forgotten in the back of the closet.”

Denim
Denim is hugely popular in the Netherlands – the average person owns seven to eight pairs of jeans. At the same time, it is one of the most polluting products in the fashion industry. “That’s exactly why denim drives a lot of innovation. The focus is on water savings, improved chemicals, and cleaning up the supply chain. Denim is truly leading the way,” says Daemen. Kuyichi aims to be a frontrunner in this. “We were founded in 2001, when organic cotton was far from standard. For example, we helped a farmer transition to organic cotton, and now that same farmer supports other brands as well. It creates a butterfly effect.”

In-play: from repair to resale
Recently, Kuyichi launched the In-play collection together with Mended: jeans that have been repaired and reintroduced to the market. “We want to make repairing easy and extend the lifespan of garments. With the In-play collection, we give pieces that can no longer be sold as new a second life,” Daemen explains. The collection is exclusively available online, to ensure commercial viability. The campaign stood out for its diverse representation. “It’s important to show that sustainability is for everyone, not just a niche audience. Pre-owned and upcycled pieces are very much part of that. My personal philosophy: combine a few higher-quality, sustainable pieces with unique second-hand finds.”

The power of repair and conscious consumption
Daemen’s passion for denim and sustainability began during her time at art school. “The system is so focused on ‘new, new, new’. I wanted to show that with repair and care for your clothing, you create much more value. Sometimes I get emails from people who’ve worn the same Kuyichi jeans for twelve years, with fifteen repairs. I love that.” She advocates for more awareness: “When you buy something, make sure you will wear it often and that it truly makes you feel good. Don’t buy for any other reason. It’s about shifting the mindset.”

Future plans and tips for retailers
When asked which jeans retailers should stock this season, Daemen highlights the new dry denims and the Ruby – a white balloon fit that’s right on trend. But for her, the story behind the product is even more important: “We’re committed to making excellent jeans that are also sustainable. That gives consumers an added reason to feel good about their purchase.” She concludes with a broader message: “Build a relationship with your clothes – you wear them all day. And to retailers: think about how your customers engage with clothing, and help them make more conscious choices.”


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Source: Textilia