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."