On May 15th, 2025, Utrecht’s renowned De Rode Winkel played host to the launch of Kuyichi’s latest drop: the In Play collection. From the moment doors opened at 17:00, the space transformed with cocktails in hand, denim on display, and even a live jean tattoo station giving the evening an edge.
Now officially available in-store at De Rode Winkel and online at kuyichi.com, the collection features limited-run pieces, each one unique and not coming back once sold. If you’re looking to stand out while making a conscious style choice, this is your moment.
https://www.instagram.com/reel/DJovWPdORnw/
About Kuychi
Founded in the early 2000s, Kuyichi has always stood for one thing: pure goods.
As one of the first brands to introduce organic denim to the market, the Dutch label leads the way in transparency, circularity, and ethical production, without compromising on style.
Their entire production model is built around sustainability:
Pure Materials: From GOTS-certified organic cotton to recycled fibres, every piece is crafted with the planet in mind.
Pure Production: Kuyichi works closely with responsible manufacturers and publicly shares every step of their supply chain.
Pure Heritage: Timeless design meets future-minded fashion, creating denim that looks good and does good.
Fix Your Pure Goods
Kuyichi doesn’t just sell jeans, but helps you keep them, too. Their recent partnership with MENDED makes it easier than ever to repair your favourite pair. Whether it’s a broken zip or worn-out knees, MENDED’s expert tailors repair your items and return them ready to wear again, extending the life of your jeans and closing the loop on waste.
By choosing to repair rather than replace, you’re reducing your environmental footprint and embracing a more circular way of living. As a thank-you, Kuyichi also offers €10 off your next order for every repair you make.
The In Play Collection
https://www.instagram.com/p/DJuhmkrtdNK/
Kuyichi's new In Play collection, created in collaboration with MENDED, is an upcycling project that gives denim a second life. We had the pleasure to speak with Zoe from Kuyichi, who shared how the collection transforms jeans with minor production flaws or those that customers returned into unique, high-quality pieces that are reimagined into something even better than before. This collection is a clear example of circularity in action and an encouragement to take better care of your garments to keep using them for longer.
With this event, Kuyichi continues to prove that sustainability doesn’t have to be boring. It can be fun, beautiful, creative, and unique. Discover the collection now at Kuyichi.com or visit De Rode Winkel in Utrecht.
Make sure to follow reflawn_official and check out the reflawn's news page to discover similar events.
What is Kuyichi?
Kuyichi is a Dutch denim brand based in Utrecht, known for its commitment to sustainability, transparency, and circular fashion. Founded in the early 2000s, Kuyichi was one of the first brands to introduce organic denim to the market.
What is the In Play collection?
In Play is Kuyichi’s latest collection created in collaboration with MENDED. It’s an upcycling project that transforms returned jeans or with small production flaws into unique, high-quality pieces.
