# Craft-Based Apparel Nuinani is a Hawaiian Business with Organic Material and a DIY Ethos By Tiana Reid | Published 2013-01-17 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/nuinani References: [socomarketplace](http://socomarketplace.com/shop.php) & [nuinani](http://www.nuinani.com/) Nuinani was founded in 2011 by Adam and Ben Worrel, who are brothers. It's a [organic apparel brand](https://www.trendhunter.com/trends/natura-collection) based in Hawaii -- and well, you can tell. "Intentional living" is the name of the game here, as the brand was designed as a response to [mass-produced consumerism](https://www.trendhunter.com/trends/regeneration-nation). Everything is individualized and based on a DIY ethos to the social business. For instance, each tag is handstiched, which is done in an attempt to show that your piece wasn't just run through a machine "Nuinani donates 5% of every sale to Children’s Hunger Fund," writes Soco Marketplace on the social business. "They are also a part of 1% For Humanity, a movement of businesses dedicated to funding non-profit groups." **Contact Information** Nuinani [website](http://www.nuinani.com/) Nuinani on [Facebook](https://www.facebook.com/NuinaniApparel) Nuinani on [Twitter](https://twitter.com/nuinani) ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 31% | Activity: 63% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What Makes This Trend Stand Out - **Craft-based Apparel:** Nuinani's approach to creating individualized pieces through organic materials and a DIY ethos creates a trend towards craft-based apparel that focuses on intentional living and sustainability. - **Socially Conscious Fashion:** Nuinani's commitment to donating 5% of every sale to Children's Hunger Fund and being part of 1% for Humanity movement demonstrates a trend towards socially conscious fashion and ethical consumerism. - **Sustainable Fashion:** Nuinani's use of organic materials and emphasis on intentional living represents a trend towards sustainable fashion and socially responsible production methods. ### Sectors Adopting This - **Apparel Industry:** The apparel industry can capitalize on Nuinani's trend towards craft-based fashion and ethical consumerism by incorporating sustainable materials and creating individualized pieces. - **Social Impact Industry:** Nuinani's focus on socially responsible production through its commitment to donating part of every sale to charity and joining the 1% for Humanity movement provides an opportunity for the social impact industry to work with fashion brands in creating sustainable and impactful business models. - **Sustainability Industry:** Nuinani's use of organic materials and emphasis on intentional living presents an opportunity for the sustainability industry to work with fashion brands in promoting sustainable production methods and eco-friendly materials. ## Related on Trend Hunter - [Luxury Tech-Based Sustainable Apparel](https://www.trendhunter.com/trends/nonie.md) - [All-Season Merino Tees](https://www.trendhunter.com/trends/ethical-merino-tshirt-from-new-zealand.md) - [Contemporary Artistic Lifestyle Brands](https://www.trendhunter.com/trends/kunn-collective.md) - [Culturally Influenced Baby Apparel](https://www.trendhunter.com/trends/isla-and-mimi.md) - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Upcycled Surf Kite Backpacks](https://www.trendhunter.com/trends/edgy-kids-brand.md) - [Comfort-Focused Stylish Hoodies](https://www.trendhunter.com/trends/hinoki-in-common.md) - [Hypoallergenic Children's Apparel](https://www.trendhunter.com/trends/crann-organic.md) - [Ethical Organic Cotton Apparel](https://www.trendhunter.com/trends/sport-sweatshirt.md)