The Line Style in Context

The Line is a modern and personal approach to retail. We bring together carefully chosen fashion, home, and beauty items and place them in context through inspiring editorial features and intimate offline shopping experiences. The thematic, seasonal, and handpicked assortments we call Selections offer another way to explore our evolving edit of things you’ll wear, use, and treasure for years to come.

Maria Høgh Heilmann

Pronounced "ajaju," Aiayu means "soul" in Aymara, the indigenous language of Bolivia. The Danish knitwear company is rooted in quality and love for Bolivian-made products and a firm belief that simplicity is the ultimate sophistication.

"Concentrating on exploring one material with one producer has given us a very unique understanding and knowledge of the beautiful potential of llama wool," says founder Maria Høgh Heilmann. "Instead of being distracted by the billions of possibilities within fashion, all inspiration and energy is put into making each product unique, beautiful, and long-lasting."

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