“Our goal is to become the vanguard of sustainability and innovation in the fashion industry through the use of eco-friendly materials and processes.
Kurinji's mission is to revive the arts and crafts of the past, making choices for a healthy future. We want to be actors in the healing process, not witnesses.”.
In Kurinji's creative process, some of the most Majestic and evocative styles of Indian embroidery were intertwined with the traditionally sophisticated Italian know-how, creating collections that can allude to luxurious settings and flourishing images.
These atmospheres permeate into all aspects of the Kurinji ecosystem, but they always remain subordinate to and respond directly to the company's main vocation: environmental awareness and activism: Kurinji is committed to actively working for the adoption and promotion of all practices that respect the environment and the generations of people who will inhabit our planet in the coming decades.
Environmental awareness means not only attention to the materials used, but also to limiting waste and emissions, implementing low-consumption processes, and not forgetting the social responsibilities towards all the people who work in Kurinji's chain of labor. Aware of the inevitable difficulties we will encounter on our journey, our commitment is to respect all these values, striving to take an active role in the fashion revolution that has already begun and will blossom in the next decade. This is our Plan A, as much as the Earth is our Planet A.
Demetra developed the Kurinji brand by emphasizing its core values: cultural diversity and environmental sustainability. Through a judicious creation process, the agency developed a distinctive logo for Kurinji that captures the essence of the company and reflects its principles.
Kurinji's visual strategy was curated with the goal of conveying a’consistent and recognizable image. Using a color scheme inspired by nature and multiculturalism, the agency created a visually appealing design that represents the brand's identity.
In addition to designing the logo and visual elements, Demetra developed a e-commerce site For Kurinji. The site was created with Attention to usability and user experience, offering an intuitive environment for buyers and allowing them to easily explore the products offered by the company.
Content management for social media was another important step handled by Demetra. The agency worked closely with Kurinji to create a Engaging and relevant content strategy. The social media posts were designed to promote the brand's core values, highlighting the importance of cultural diversity and environmental sustainability.
KURINJI knows that sustainability is both a choice and a challenge. The current manufacturing sector promotes overconsumption and relies on unsustainable materials and processes, treating environmental impact as an external cost that society, and often the less privileged, must bear.
As a fashion brand, we are in a position to make choices that are reflected upstream in our entire supply chain, and to promote positive change in the entire system.
This is why we have embarked on a journey of self-improvement: with the exception of <5% amounts of spandex whenever a suitable alternative has not been found, we have avoided the use of plastic-based materials in our fabrics and linings. We also avoided the use of plastic labels, tags, and other trimmings, opting instead for cotton and paper. What about our buttons? They are made of hemp, not any animal-based materials.
We used recycled waste and dead fabric whenever possible. We found sustainable and recyclable solutions for our packaging and opted for plastic-free sewing threads wherever possible, replacing nylon or polyester threads and completely eliminating any source of microplastics.
We keep our supply chain short and monitor the working conditions of all the artisans who work on our garments. We have begun collaborating with NGOs and companies that can help us mitigate our impact.
These are the very first steps of our journey. Our goal: to minimize our negative footprint and maximize our offsetting effort, resulting in a net positive impact on the world.
To stay true to Kurinji values, we establish partnerships with nongovernmental organizations and socially committed entities.
Keystone Foundation is an Indian organization whose work focuses on the socio-ecological growth of all life in the Nilgiri Biosphere Reserve (NBR), a hotspot designated by the United Nations.
KF's research and action focuses on indigenous community livelihoods, agriculture and food security, land and community rights, health and community development, biodiversity conservation, and support for market commitments.
KURINJI and Keystone Foundation began their collaboration in March 2022.
KURINJI donates 100% of the profits from the sale of the Artemis T-Shirt to the organization. Artemis includes a traditional embroidery element representing a bee, handmade by local artisans. The bee is one of the symbols of the Kurinji region. The rare honey they produce comes from the pale white nectar of the Strobilanthes kunthiana shrub that blooms only once every 12 years.
Treedom is the world's first platform that allows people to plant a tree remotely and follow the story of the project online.
Since its founding in 2010 in Florence, more than 3,000,000 trees have been planted in Africa, South America and Italy. All trees are planted directly by local farmers and bring environmental, social and financial benefits to their communities. Because of its business model, in 2014 Treedom joined the Certified B Corporations, a network of companies that stand out for high environmental and social performance.
