Fresh Runway Designs
Many are familiar with Marimekko and Ivana Helsinki, but what characterizes Finland’s newer, independent fashion scene? Labels and designers such as R/H, Samuji, Saara Lepokorpi, æ and Joonas Saari are known for their originality and their ethical approach.
Among the most buzzed-about Finnish fashion labels is Samuji, established in 2009. Although the brand is a newcomer to the scene, its founder, Samu-Jussi Koski, certainly isn’t: before Samuji, he worked as Marimekko’s artistic director.
Samuji draws inspiration for its clear-cut lines from Slavic culture. The brand is made up of a timeless Classics collection and a more bohemian-inspired Seasonals line.
“Our aim is to offer fashion and product design that supports sustainable development and ecological values. Samuji was born out of a desire to offer flawless, timeless pieces that can provide the foundation for any woman’s wardrobe,” says marketing director Suvi-Elina Enqvist.
Contrasts are the main ingredient in Finnish cultural life – like running from a hot sauna to an icy lake, we embrace them to the fullest.