Cuyana raises $ 1.7 million to your wardrobe fashion that does not harm humanity Update

  Cuyana is a start-up e-commerce is that you buy less. Or at least less crap.

The Company has $ 1.7 million and unveiled a new business model that focuses on quality rather than quantity.

Cuyana is a fashion brand, the clothes and accessories that are made with quality materials, craftsmanship and sustainable sources sold. His latest initiative is called "Closet lean movement" people into a smaller number of well-made products, rather than promotes large amounts of cheap products to perpetuate the unfair working conditions and environmental damage buy.

"We understand that we are the rapid and impulsive purchase at a time - but we also know the joy that comes from finding treasures," said co-founder Karla Gallardo in an email: "We believe that with less . things work when they are better, and we want to help our clients raise their wardrobe and change their way of thinking about shopping. Our goal is that women love what they buy, and love the story behind this unique products. "

If you have ever picked up a fashion magazine, you probably understand the importance of wardrobe staples. Style experts often recommend a wardrobe full of good quality, well-fitting pieces that last. Cuyana creates new collections each season inspired the world as well as a permanent collection with the basics like blouses, dresses, hats, handbags and jewelry. The design is made in house and carefully selected materials. The production cycle is about four months, the three mentioned Gallardo is faster than the industry standard, and sell directly to consumers again. The goal is Cuyana to help women build a "wardrobe essential" that is affordable, durable and unique.

"The idea of ??buying intentional part of the DNA Cuyana," she said. "Our vision at least the best things is really on two concepts: the cleaning of the retail supply chain to offer high quality pieces at affordable prices, as well as to encourage customers to grow their habits of buying in a way that makes them feel good about themselves themselves and what makes them buy. "

The negative consequences of "fast fashion" made headlines several floors collapsed in April after a large textile factory in Bangladesh, killing more than 650 people. Bangladesh garment industry is the center of the world - outsource the major brands like H & M, Nike and Gap to Bangladesh, where production is faster and cheaper. These costs are abusive work conditions dangerous, however, and the disaster in April brought the situation to the attention of American consumers. It was the latest in a series of tragedies by consumer demand for fast and affordable clothing and fueled Cuyana want people to products that support outside this cycle. More specifically, its products.

As part of its efforts to lean Cuyana practice offers a program where customers pick up their unwanted items of non-profit partners and given to people in need. Buyers who donate via credit Cuyana get in exchange.

Startup Mode Direct-to-consumer as Evergreen Lane and bonobos is booming right now, because they can sell high quality clothing at lower prices by eliminating the middleman. Cuyana combine this approach with the overall aesthetics anthropology with a focus on classic luxury like Celine.

Gallardo has previously worked as an investment banker at Goldman Sachs and online strategy at Apple. Shilpa Shah is a co-founder Interaction designer with experience at Disney. They founded Cuyana 2011 and currently has five employees in San Francisco. Canaan Partners led this round of financing.