The fashion industry has been undergoing a profound transformation in recent years, moving steadily toward sustainability, ethics, and conscious consumption. People are no longer content with fast fashion or short-lived trends. They seek products that tell stories, represent values, and foster responsibility for both people and the planet. Within this shift, fair fashion brands are reshaping the way we dress and shop, showing that beauty and integrity can go hand in hand. One such inspiring example is YUZU, a Swiss-based brand that blends timeless style with deep-rooted social and environmental commitments.
A Journey from Fairoase to YUZU
YUZU’s story began in 2019 when Sarina Hartmann founded the online shop under the name fairoase.ch. Her vision was clear and passionate: to make fair fashion more accessible in Switzerland. For three years, she poured her energy into shaping a platform where ethics and style could coexist.
In July 2022, Sarina entrusted her creation to a new owner, Josina, who embraced the responsibility with gratitude and determination. With Sarina’s blessing, Josina and her team have carried the torch forward, ensuring that the founding vision continues while also expanding the brand into new directions that reflect her own journey and values.
Care, Housing and Lifestyle
YUZU has grown beyond fashion by introducing two new categories: Care and Housing. These sections offer meaningful, socially and ethically produced products that can serve as gifts for loved ones or for personal use. Each item reflects YUZU’s ethos of sustainability, responsibility, and slow living.
The brand is not just about products, but about lifestyle. Inspired by the motto “Life is so much better, when you’re living it slow,” YUZU invites people to choose timeless, sustainable pieces that outlast fleeting trends. In a world driven by speed, YUZU represents balance and thoughtfulness.
Rooted in Mozambique, Committed to the World
Josina’s own story deeply shapes YUZU’s mission. Born in Basel but raised in Pemba, Mozambique during her early childhood, she experienced both freedom and resilience. Even after returning to Switzerland, her connection to Mozambique remained strong through her father and later, through projects she initiated after completing her design studies at ZHdK.
When conflict reignited in northern Mozambique, Josina and her brother stepped in to help. With local friends, they evacuated over 25 people from Ancuabe and now support them in building safe, independent futures. To sustain this mission, YUZU donates CHF 6 from every order to a collective fund for those affected by war. This humanitarian commitment adds depth to YUZU’s vision, showing that fashion can indeed be a force for good.
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