About Us
BECAUSE
Fast Fashion: The Hidden Environmental Catastrophe
Fast fashion isn’t just about trendy, disposable clothing—it’s an environmental emergency. The industry is responsible for nearly 10% of global carbon emissions and consumes over 93 billion cubic meters of water each year. To put that into perspective, producing a single cotton T-shirt can require up to 2,700 liters of water—enough to meet one person’s drinking and household needs for nearly two years. Every unconscious decision to buy fast fashion items adds up, fueling unsustainable resource use and environmental degradation. At Apuk, we reject this model by embracing sustainable production methods that favor durability and resource efficiency, ensuring that each purchase helps protect our planet instead of depleting it.
Because
Exploitative Labor: The Unseen Human Cost
The pursuit of ultra-cheap garments often hides a darker reality: exploitative labor practices. Many fast fashion supply chains rely on sweatshops where workers endure unsafe conditions and minimal pay, sacrificing human dignity for profit margins. At Apuk, we commit to transparent and ethical practices by partnering with local artisans and ensuring fair working conditions. This not only uplifts communities but also enriches the quality and integrity of our products, demonstrating that ethical labor is both a moral imperative and a path to lasting quality.
BECAUSE
Biodiversity in Peril: Ecuador’s Natural Legacy at Risk
Ecuador stands among the world’s 17 megadiverse countries, a status that signifies its exceptional range of unique species and ecosystems. Yet, this natural wealth is imperiled by practices that prioritize short-term gains over long-term sustainability. At Apuk, we draw inspiration from Ecuador’s vibrant natural heritage to create designs that celebrate and protect this legacy. Our eco-friendly materials and innovative processes are a testament to our commitment to preserving biodiversity and honoring indigenous traditions, proving that fashion can be a force for environmental stewardship.
Certified Sustainability & Ethical Commitment
The Team Behind
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Marthita
Artisan and designer for Apuk Jeans. Hailing from Imbabura, she cherishes spending quality time with her grandchildren and enjoys watching her favorite novelas. With extensive experience in design and sewing, Marthita joined the Apuk family in 2021 and prefers to let her creations speak for themselves rather than stepping in front of the camera.
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Maricela
Artisan and designer for Apuk Jackets. Born in Carchi, she draws inspiration from her Andean heritage. When she’s not jet-setting or savoring organic fruits and veggies, she’s busy proving that Andean tradition is as fun as it is fashionable. Since 2021, Maricela has been turning old denim into new magic with a healthy dose of humor.
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Andrea
Our finance whiz and sustainability cheerleader. Andre keeps Apuk’s numbers as neat as our latest designs and offers sage advice to our artisans—all while dreaming of mountain summits, art galleries, and far-off destinations. Since joining in 2022, she’s shown that you can crunch spreadsheets with a smile and even squeeze in a little adventure between balance sheets.
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Diego
Founder of Apuk and the mastermind behind our ethical, sustainable vision. When he’s not busy cooking up new product ideas or capturing perfect photos, Diego’s turning digital dreams into reality. A true renaissance man, he loves experimenting in the kitchen, rocking out to underground electronic music, and even sneaking in a few digital beats between brainstorming sessions. His passion for mixing creativity, good food, and funky tunes leads our team with both flair and plenty of laughs.
