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.