AIAYU is a Copenhagen based brand founded by Maria Heilmann, and together with the two partners Marie Worsaae and Maria Glæsel, AIAYU is specialised in knitwear and organic cotton. It is a brand with the mission to combine beauty, comfort and sustainable living. They have an objective obtained by creating alluring styles while supporting growth and community development in Bolivia, Nepal and India. To AIAYU it is given that ethical business practices and a fashion- forward approach to modern luxury should go hand in hand. They belief is that fashion should be known for its honesty and longevity not only for its aesthetics.