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man and woman wearing sustainable coats by Staiy
10 Dec
man and woman wearing sustainable coats by Staiy

Meet Staiy: A New Retail Concept Rooted in Refined Aesthetics, Ethics, and Innovation

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Take a look around the world of fashion and it’s hard to ignore the vast levels of waste, unfair working conditions, and mindless consumption. Is that our normality? Or is there another definition of “normal”? That’s the question that the innovators behind Staiy were determined to answer.

Staiy is a progressive marketplace with products spanning fashion, beauty, and accessories from all across Europe. It’s an alliance of brands, artists, and people standing for the same values, each on a mission to accelerate the transition towards sustainable fashion.

For Staiy’s founders, sustainability is not a trend. It is the necessary foundation of future lifestyles, which they want to spread to shoppers through their platform. Water, air, materials, and working conditions are some of the sustainability pillars upon which Staiy evaluates each of its selected brands. Like Good On You, Staiy is committed to the protection of people, the planet, and animals.

“Staiy presents its own, most authentic interpretation of sustainability, striving to redefine the societal opinion of modern consumption, to become more conscious,” says co-founder Ludovico Durante. “Sustainability must holistically take into account entire supply chains, including production and consumption. Creating pieces ethically and with unique manufacturing, distribution and lifecycle innovation, requires significant attention to quality and detail. Telling the stories behind these products then helps create timeless value.”

four Staiy founders against a wall

Past, present, and future

After following the same international study path in London, Turin, and Berlin, Staiy’s four founders—Adrian Leue, Alessandro Nora, Ludovico Durante, and Chiara Latini—found themselves enamoured with Berlin’s lifestyle and dynamic designer and startup scene, heavily influenced by the green economy. Armed with a shared vision, the foursome officially launched Staiy in January 2019, to give a new face to sustainability.

Staiy concept store window with sticker that says

The company will soon be celebrating its 1st anniversary with the opening of its first concept store right in the heart of Berlin, with the purpose of offering people an ever-evolving selection of products and creating a true sustainability hub.

And this month, the Staiy Webinar 2.0 goes live: an online event focused on evaluating sustainability within the fashion industry alongside a panel of key players and innovators in the field—including Max R. Gilgenmann of Fashion Revolution Germany and NEONYT; Myriam Laroche, the founder of Myriam Laroche, and Rachel Cannegieter-Markus, of Rethink Rebels.

Head over to Staiy’s official Youtube and Facebook channels on December 13 at 5:30pm CET—no sign ups necessary!

Beyond the marketplace

As well as curating the best sustainable brands, Staiy is focussed on creating a unique experience for its users with the power of AI. We all have our own personal style and preferences, and with this technology Staiy is shaping its platform to deliver a custom-made visual experience that adapts the more you use it.

Another aspect that is key for Staiy is giving back. The team has pledged 1% of profits to One Tree Planted, a non-profit organization leading global reforestation efforts in collaboration with local communities. Any time you purchase from ethical brands on, you collect what they call “Impact Points” which you can then choose to donate to one, or more, of the One Tree Planted projects, including empowering women in Rwanda; restoring the Amazon rainforest in Peru; protecting endangered wildlife in Indonesia, and providing a source for water in Kenya.

Our favourite items from Staiy’s selection


Rated: Good
woman of colour wearing red sustainable jacket by Komodo for Staiy

UK-brand Komodo puts people and the planet first with its ethically-sourced and eco-friendly range of menswear and womenswear. The label uses some eco-friendly materials including GOTS-certified cotton and hemp, and ensures that most of its suppliers pay a living wage to its workers.

See the rating.

Shop Komodo @ Staiy.

For her

EVEL Fleece Organic Cotton Jacket

Made of organic cotton, this jacket will keep you warm and looking effortless in any setting.

For him

man wearing green sustainable tencel jacket by Komodo by Staiy

TELA Tencel Golf Jacket

Made of 100% TENCEL™ and recycled PET lining, this jacket is part of Komodo’s commitment to remove single use plastic from its product line.


Rated: Good
woman wearing black sustainable turtle neck by ethical brand Kuyichi for Staiy

Established in 2001, Kuyichi is the first organic denim brand. With ‘Great’ labour and environmental ratings, the brand designs ethical, durable, and modern pieces that never go out of style.

See the rating.

Shop Kuyichi @ Staiy.

For her

Rachel Turtle Neck

Rachel is a slim-fit turtle neck that gives you a classy yet comfy look. This timeless essential will make you feel great during a fancy night out as well as while smart-working from home.

For him

man wearing classic indigo blue denim jeans by Kuyichi for Staiy

Jim Tapered Classic Indigo

Kuyichi’s Jim Jean has a regular waist and a tapered leg all the way down. This classic indigo fabric also contains 20% post-consumer recycled denim, made from old jeans that were collected and recycled into a new fabric.


Rated: Good
black vegan boots for women by NAE from Staiy

NAE is a Portuguese footwear brand using innovative materials to create shoes with “No Animal Exploitation.” Its sustainable shoe materials include recycled PET from bottles, OEKO-TEX® certified microfibres, recycled car tires, natural cork, recycled thermoplastic, and even pineapple leaf fibre!

See the rating.

Shop NAE @ Staiy.

For her

Jenny Hidden Lace Combat Boot

These combat boots are made of full grain vegan leather that is breathable and water-resistant, with hidden lace that gives the trendy design a twist.

For him

mens black and white vegan leather shoes by NAE for Staiy

Matt Black

Not exactly a boot or a sneaker: the vegan Matt is its own modern and confident style.

Editor's note

All images courtesy of Staiy. Good On You publishes the world’s most comprehensive ratings of fashion brands’ impact on people, the planet and animals. Use our directory to search thousands of rated brands.

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