Finnish Fashion Cares

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finnish fashion cares

Slow Fashion has a natural home in Finland where a reverence for nature, simplicity and timeless design are at the heart of the culture. In the spirit of minimalism and a circular economy, Helsinki hosted the first ever 100 percent sustainable Fashion Week in 2018, placing Finland at the cutting edge of the fashion world and sending out a message of caring and uniqueness.

About Finland

Full of interesting contrasts, such as the four seasons, the Midnight Sun and winter darkness, urban and rural, East and West.

About Finland

marimekko – the trailblazer

The roots of Slow Fashion in Finland go deep, long before it became part of the zeitgeist. Timelessness and sustainability are at the core of the design philosophy at Marimekko, the iconic Finnish brand founded by Armi Ratia in 1951. Her vision was to create fashion that would not be just a passing fad. Instead, she wanted to make enduring and functional pieces that people would fall in love with. And they did. In Finland and all over the world. Marimekko has not only stood the test of time as a popular label; the clothing itself was made to last. You can find vintage Marimekko in excellent condition just about anywhere you go in Finland and the retro styles never grow old.

followers of originality

Armi Ratia paved the way for other Finnish fashion designers, such as Paola Suhonen and Samu-Jussi Koski, who have similarly resisted following trends and opted for originality and a pared-down ethos. When Paola Suhonen created Ivana Helsinki in 1998, she considered it her ‘personal art project’. Inspired by road trips, Nordic landscapes and nostalgia, her whimsical collections are a blend of ‘Slavic Melancholy’ and ‘Northern Oddity’. Each piece is practical and at the same time a unique, beautiful souvenir to be worn, appreciated and cherished forever.

“A love of necessary things, simple functionality and kindness” are the values Samu-Jussi Koski wanted to promote when he launched his Samuji clothing line in 2011. Understated, organic and elegant, his signature women’s collection contains just ten classic, but essential, items that form a complete wardrobe. These quality, seasonless basics are intended to stay relevant indefinitely and encourage a minimalist and responsible lifestyle.

For Good

“We think that clothes should last – style-wise and time-wise. As we use the best, exquisite natural materials for our clothes, we find it extremely important to take responsibility for our products long after they have left our stores”.

Arela is a clothing brand focused on cashmere knitwear and cotton basics. They use only the best natural materials and take pride on the durability of their garments. Arela thinks it’s extremely important to take responsibility for the customer and product even after purchase which is why they offer a unique care service for their knits.

entirely recycled

Globe Hope is another visionary Finnish brand and pioneer in the movement towards a slower fashion. Founded by Seija Lukkala in 2001, the company set out to produce new clothes without creating new materials. All of Globe Hope’s products are made entirely from recycled and leftover materials. Lukkala presented the world’s first up-cycled fashion collection in Helsinki in 2003 and was awarded the Amnesty International’s Designer of the Year award in 2005.

upcycle, swap, hire, mend…

The negative impact of runway-driven fashion has galvanised a younger generation who are committed to living ethically and sustainably. Millennials are making conscious style choices, from plant-based vegan clothing to certified Fair Trade wear. In Finland, a fashion revolution is palpable on the streets. Up-cycling is the new re-cycling and ensures nothing goes to landfill. A thriving vintage and second-hand scene offers an inexpensive and imaginative alternative to shopping new, and a shared economy is bringing communities together with initiatives such as clothing swaps, clothes hire websites and pop-up mending cafes.

Helsinki fashion week 2018

Helsinki Fashion Week 2018 built on this growing momentum of awareness and change and looked to the future of fashion by committing to a wholly sustainable event. Conceived by Helsinki Fashion Week founder Evelyn Mora, HFW18 was held in a zero-waste Eco Village where everything from the renewable energy which powered the event, to the skincare and beauty products used on the models, to the vegetarian food produced from industry waste, was ecologically-friendly. The program featured 30 established and emerging labels from all over the world, each presenting an ethical collection and a creative fashion statement. Re-cycled textile waste and sustainable materials such as organic cotton, hemp, tencil and mushroom skin graced the catwalk and a transparency in the entire production process conveyed a new era of hope.

hub of fashion

2018 also marks the opening of Garden in Helsinki, a hub for Finnish fashion in the middle of the city. The centre will house well-known Finnish labels along with rising stars, like gender neutral clothing label Nomen Nescio, with its pared aesthetic, and Halo, a women’s wear line inspired by the arctic light and 8-season cycle in Lapland.

harmony with nature, beauty in simplicity

The values of Slow Fashion are inherent in the Finnish lifestyle. Finns live in harmony with nature and find beauty in simplicity. We know living with less is better for the environment and find it soothing for the soul. Finland is not a throwaway culture and the traditional methods of caring for clothes are still embraced, which go hand in hand with a circular economy.

finnish fashion cares

A beloved sweater or dress need not go out of style if it is well-made and well-chosen. Washing by hand and hanging to dry extends the longevity of clothes and saves on energy consumption. Choosing to mend a quality garment or refashioning a preloved item into something fresh, gives pieces an additional life. It’s ok to indulge in something new, but make it special and consider all the labour and resources that went into it. Know where your clothes come from, wear them well and hold on to them or pass them along to someone who will appreciate them as much as you.

The future of fashion must incorporate beauty with fairness and sustainability. Finland is setting an example for the world to follow — that fashion cares and can make a difference.

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finnish fashion cares