The FAIR TO GOOD Story
FAIR TO GOOD began with a feeling of helplessness in the face of the climate crisis.
In San Diego, Kenan was scrolling through a surf app when he saw the words: “FAIR TO GOOD.” In that moment, an idea sparked — a name for a label that would connect sustainability with beach and city culture.
In the summer of 2023, he set off alone through Turkey, searching for fabrics with small weaving flaws — imperfect, but high-quality cotton that was otherwise destined for destruction.
On the back seat of his car: rolls of fabric from Denizli, headed to his aunts’ small atelier in Sakarya.
That’s where the first prototype took shape — rescued materials, sewn by hand, in a family setting.
That’s how FAIR TO GOOD began: not with perfection, but with purpose.
Every piece continues that story — from California’s waves to Anatolia’s looms, and finally, to you.
From Flawed Fabrics to Fair Fashion
Follow our Journey
Soul Fashion
By using even the smallest strips of fabrics, we create products that are unique & full of soul.
We believe humans should not be wearing robotic clothes.
FAIR TO GOOD grew through many hands, minds, and hearts.
At its core is a triangle: Kenan and his aunts, Esra and Aysun. In their small atelier in Sakarya, our products come to life – with care, creativity, and a strong sense of family.
The People Behind FAIR TO GOOD
A key figure from the very beginning has been Roland (second from left. This picture was made in October 2023.). He supported the foundation of FAIR TO GOOD in countless ways and joined Kenan on several trips to Turkey to work hands-on in the production process.
Although Kenan thinks that Roland is, at least, his partner, Roland insists in staying a “volunteer”!
Candan Hochuli-Aytamga
Audit
Maurice Naef
CTO
Aysun Özcan
Designer & Kenan’s aunt
Kenan Hochuli
Founder
Serdar Güvenkaya
Logistics
Melike Yilmaz
Board Director
Roland Sigrist
Human for Everything
A + B
Parents
Cansu Aytamga
Türkiye Relations
Esra Özcan
Designer & Kenan’s aunt
Taylan Hochuli
Photography
Aylin Uçar
Marketing
