Welcome to the Beautiful Flaws Tribe
Made for Water Culture
Craft
Design that moves between surf and stillness
Our garments bridge the gap between active adventure and quiet reflection. Versatility meets purpose in every thread.
Sustainable design transforms waste
We turn discarded materials into functional art that respects the planet.
Surf-inspired aesthetics capture freedom
Each piece carries the spirit of ocean waves and open horizons.
Lifestyle beyond fashion
Our clothing adapts to your journey, from beach to sauna to city streets.
Reimagine
Transforming waste into wearable art
We turn discarded textiles into beautiful, functional pieces that breathe new life into forgotten fabrics
Unique design
Each item is a one-of-a-kind creation, ensuring you never blend into the crowd
Ethical production
Fair wages and safe working conditions are at the heart of our manufacturing process
Craft
Makers of change
A small team of designers and activists transforming textile waste into meaningful fashion experiences.
Kenan Hochuli
Gründer
Kenan Hochuli is the founder of FAIR TO GOOD. He brings together an entrepreneurial mindset with a deep respect for craftsmanship, culture, and human values. Raised between Switzerland and Turkey and shaped by extended stays in California, he translates global perspectives into locally grounded production. Driven by the desire to actively change how we produce and consume, Kenan founded FAIR TO GOOD as a response to passive consumption. His vision is to create products that do more than exist or get worn — they stand for awareness, responsibility, and a more human way of doing business.
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Marcel Maurice Naef
CTO
Marcel Maurice Naef is a creative mind with a refined sense for technology, design, and digital systems. As a web designer and graphic artist, he seamlessly combines aesthetics with functionality. A close friend of Kenan Hochuli since childhood, Marcel has accompanied FAIR TO GOOD from the very beginning and continues to shape the brand both strategically and visually. In the development of FAIR TO GOOD South Africa, he takes on a leading role—bringing vision, structure, and execution together.
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What aunt Esra says, and what she does
The Making
Kenan thanking his aunt
What aunt Esra says, and what she does
The Making
Kenan thanking his aunt
What aunt Esra says, and what she does
The Making
Marrakesh Kimono Cardigan
Beautiful Flaws?
Californian Feeling
Marrakesh Kimono Cardigan
Beautiful Flaws?
Californian Feeling
Marrakesh Kimono Cardigan
Beautiful Flaws?
Da Vinci - made FAIR TO GOOD
The FAIR TO GOOD Story in 60 Sec
AI Models?
Da Vinci - made FAIR TO GOOD
The FAIR TO GOOD Story in 60 Sec
AI Models?
Da Vinci - made FAIR TO GOOD
The FAIR TO GOOD Story in 60 Sec