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| Cuyana was founded in 2011 by two women, Shilpa Shah and Karl Gallardo in the US. |
With every purchase, customers receive a bag to donate things in their closet they no longer want in exchange for store credit.
Cuyana was founded in 2011 by two women, Shilpa Shah and Karl Gallardo in the US.
They were fed up with the consumerist American culture (where the markets are flooded with 2$ t-shirt abd 5$jeans) and they wanted to bring back quality and cut down quantity.
The women are pioneers of the 'Lean Closet' movement, which advocates a minimalistic lifestyle.
Cuyana's motto is "Fewer better things". The brand is pushing back against the excessive, thoughtless shopping.
It encourages women to fill their closets with fewer but quality pieces of clothing that they really love, which will last long, sometimes even generations.
The fashion market does have quality clothing brands, but they carry expensive price tags and are inaccessible to many.
That's where Cuyana steps in. They offer quality but not at the cost of an arm and a leg.
To create high-quality affordable clothing, the women searched around the world for craftspeople who are experts at specific materials and techniques.
They found Scottish cashmere experts, Turkish canvas makers, Argentine leatherworkers and Peruvians with expertise in Pima cotton.
By working with smaller factories, Cuyana is able to place smaller orders and avoid waste.
They sell directly to consumers, without a huge markup, thereby keeping the price affordable.
Cuyana has grown considerably in the last five years proving that women are ready to embrace a lean closet.
And we think the Lean Closet movement is a move in the right direction.
Image & info: Fast Company
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