Our spring sale has sprung. Get 20% off.
Our spring sale has sprung. Get 20% off.

Why Kuroa?

Kuroa is a Finnish word which traditionally means bringing together cloth. We love it because it also means bringing together people and bridging ideas.

We chose this name as we are leading an important change in what we have in our homes.

Our symbol represents one home and one planet (our shared home). We believe in caring for both.

The Problem

Good vs Evil - our starting point.

We have become the victims of our own success. We are so good at making things, we rarely have to worry about scarcity, price, or even making mistakes. If we make the wrong decision or become bored, we throw out what we have and buy something new. At the same time, we have placed the importance of efficiency and abundance over paying fair wages and avoiding environmental harm. This is bad.

But at the same time, our scientists and economists have shown us that we must change tack. As a society, we know that we are doing it wrong. This awareness is why B-Corps are flourishing, why we are committed to net zero, and why we diligently do our best to recycle, repair and reuse. We research whom we buy from and demur when those who serve us don’t act in our best interests. We may want convenience, but we are not lazy, and we are not selfish. This is good, and this is our path.

WHY NOW?

Time to change things up

The textile industry is a problem. It is a major contributor to the climate crisis, it consumes billions of gallons of our dwindling fresh water supply and is a major polluter of the land and sea. And all too often human welfare and protecting biodiversity regularly come second to making a buck.

Some sobering stats:
1. The United Nations estimate that 10% of the world’s carbon emissions are from the textile industry.
2. A single cotton t-shirt needs over 1000 litres of water compared to 20 litres for a recycled cotton t-shirt
3. Textile dying is the second largest polluter of clean water globally, after agriculture.
4. There are 60 million garment workers worldwide living below the poverty line, with 80% of those women.

We are not alone

The shame of the textile industry is unlikely to surprise anyone, yet there is a growing movement to right these wrongs. There are clothing brands that are not compromising and are making high-quality and low-impact products. Brands doing great things and leading from the front include Finisterre, Paynter Jackets, Hylo shoes, Hiut jeans, Veja, Patagonia, Pangaia and Allbirds. They all use the best new material and environmental science to inform how they make and sell their products. They make great products to last and therefore help you buy less.

This change is exciting; however, the world of home textiles has been slow to catch on. Manufacturing practices remain old-fashioned and conservative and, although available, have yet to utilise the new possibilities in fibre, spinning and fabric production.

We see the problem and see the opportunity to change things. We make high-quality, low-impact homeware products. Working alongside our enlightened cousins in apparel and footwear to be a force for change and a force for good.

Our values

Who we are and what we believe

We use the best material science to help us choose the right fabrics and materials.

We measure our environmental footprint and find ways to reduce pollution, remove carbon from the supply chain, stop wasting water, and help our supply partners embed sustainability into their work.

Working with the best product designers we make great products that are functionally excellent and are built to last. We also make sure they look and feel great. Our products will be designed to spark joy, Marie Kondo would approve.

We are brave. Innovating and iterating in the comfort that every failure will show us a better way.

Our brand is our mouthpiece for who we are, what we stand for, what we do and how we do it. We will use our platform to educate, inspire and inform our customers, our admirers, our detractors and the industry at large.

Come join us as we make a change.

KUROA TEAM

Meet the team

We like to chat and we like to share. Drop us a line or sign up to our mailing list for more of what we do, what we learn and what inspires us.

Chloe

Marketing Magic

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Chronotype: Wolf

πŸ“š

Perfect bedtime read: A Man Called Ove by Fredrik Backman

🌊

Likes to be woken up by: Hearing waves crashing / my daughter giggling

Mike

Business & ops

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Chronotype: Wolf

πŸ“š

Perfect bedtime read: The Princess Bride by William Goldman

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Likes to be woken up by: The radio

Louise

Sustainability

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Chronotype: Bear

πŸ“š

Perfect bedtime read: Seven Sisters Series by Lucinda Riley

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Likes to be woken up by: The sun shining through the curtains