Sustainable Fashion – A Business Model: Estonian and Danish ways of making it work

26. märts, 2014

upOn the 2nd of April a seminar focusing on Estonian and Danish showcases of sustainable fashion production will be held in Tallinn. The event will be attended by the HRH Crown Princess Mary of Denmark who is into promoting sustainable principles and Estonian First Lady Evelyn Ilves.

The seminar draws attention to sustainable use of resources and in fashion design, showcasing the best practices of Denmark and Estonia in terms of business model.


2nd of April 2014

10.30              Welcome Coffee

11.00              Welcome words by moderator Markus Vihma (EST)

11.10              Design presentation:
                      Reet Aus (EST)

                      AIAYU – Maria Høgh Heilmann and Marie Worsaae (DK)

12.00              Markus Vihma (EST): Design & production of the next generation

12.30              Coffee break

12.45              Vigga Svensson (DK): What if clothes could grow with your kid – Sustainable fashion in practical business

13.30              Maria Høgh Heilmann and Marie Worsaae, AIAYU (DK):  How is it done in practice

14.15              Round up 

NB! We kindly ask you to be on the spot 10:45 the latest!


Reet-AusREET AUS Reet Aus is a fashion designer and environmentalist. She has been up-cycling her own fashion collections for many years, as well as designing costumes (also upcycled) for theatre and film

Recently Reet completed her PhD in sustainable fashion design. Her research took her to Bangladesh, where she began working with a factory called Beximco. Beximco make garments for many well known brands, and in the process accumulate a LOT of waste fabrics. But Reet didn’t see a mountain of garbage, she saw treasure! And she set to work.


mariaMARIA HØGH HEILMANN is the founder of AIAYU and Head of Design and Production. She has a Master Degree in knitting from Florence, Italy and has been working as a designer for the last 15 years as Head of Design at Margit Brandt, Head of Design at Dico Copenhagen, Assistant Designer at Jan and Carlos and as an Assistant Designer Neil Barrett at White srl, where she was developing both national and international brands. Maria is passionate about creating beautiful garments with relevance in daily usage, design and quality. Her visionary approach to sustainability and concept creation, has given AIAYU clarity in its purpose and as a brand. Maria creates designs with deep love for quality, finish and fit.

marieMARIE WORSAAE  is Head of Sale and Marketing and partner in AIAYU. She has a Master Degree in marketing and communication and has been part of the AIAYU journey from the beginning. Marie has a natural flair for finding and surrounding herself with beautiful things, which she instantly makes prettier. She has a unique talent for marketing brands and developing valuable relationships. Marie has high aesthetic and ethical standards, which all make her the unique representative of AIAYU.

markus vihma

MARKUS VIHMA, (Trash to Trend)

As the sustainability specialist of AusDesign, Markus has helped to develop the upcycling production system in Beximco and oversee its environmental implications. Besides that, he’s lecturing Sustainability Science at the Estonian Academy of Arts.


Vigga-Svensson200VIGGA SVENSSON
Katvig is one of the most sustainable children’s clothing brands available today. Known for its Apples and Stripes as well as its concern for the environment, fashion workers and consumers. Katvig, the notably Danish brand since 2003, is founded, designed and run by Vigga Svensson. Proud winner of the Danish Ministry of the Environment CSR Environment-prize 2013. Katvig is nominee for the Nordic Council Nature and Environment Prize 2013.

Vigga is a kidswear brand and a circular subscription service. In an industry where cash flow is often very tight, the subscription service gives the Vigga brand a steady cash flow. The circular principle also ensures a high profit because you “sell” the same piece of clothes many times. Another very interesting aspect of the concept is that the better quality you produce in, the more times it can circulate and the more money you will earn. Sustainability becomes the main driver in the business model. 

RSVP 31.03. here

Participation: 20 EUR,  students 10 EUR.
Please transfer the fee: SEB  EE291010220122785015, MTÜ Loov Eesti, Veerenni 24C Tallinn.

Location: Baltika Fashion Stage, Veerenni 24A

The seminar is organized by Creative Estonia, Royal Danish Embassy and the Danish Cultural Institute.