In response to the increasing consumer demand for sustainable yet stylish home textiles, Catherina Düzyer founded her start-up VAYVA in 2024. Drawing inspiration from her visits to Turkey and the local textile industry, she established a business model that seamlessly integrates eco-friendly materials with high-end design.

VAYVA seeks to bridge the gap between sustainability and aesthetics by offering high-quality hammam towels (Fouta) crafted from OEKO-TEX certified cotton. Through her exclusive access to Turkish wholesalers, Catherina has secured the ability to source small production quantities, a strategic advantage for an emerging brand. In the long term, VAYVA aims to expand its product line to include sports and yoga towels.

As consumers increasingly prioritize high-quality, eco-friendly materials, the demand for sustainable textiles continues to grow. VAYVA addresses this market with towels that are highly absorbent, lightweight, and quick-drying, becoming softer with every wash – ideal for use at home, in saunas, and at the beach.

By aligning with the EU Textile Strategy for circular and sustainable textiles, VAYVA establishes itself as a frontrunner in the industry’s transition toward eco-conscious production and consumption patterns. 

With a loan from the Frankfurter Gründerfonds, Catherina successfully implemented her go-to-market strategy, including professional social media campaigns, the expansion of her online retail presence and the increase of stock levels.