Samuji

Samuji Scaccato Cotone Sawa Dress

I fell in love with Samuji well before I was really aware of sustainable fashion and I was simply falling in love with the simple, refreshing beauty of Finnish design (and a Finnish man). Launched in 2011; Samuji is a young but already much loved brand in Finland and starting to get attention around the world. The brand ethos is quintessentially Finnish and sums up how I try to look at my wardrobe and life:

”A Love of necessary things, simple functionality, kindness”

Samuji designs its collections based around building a complete wardrobe for its woman. The brand stocks a base 'Classics' collection which has all the pieces needed to pair with the seasonal ranges. As well as a stunning homewares collection and made to order service for tablecloths and curtains using Samuji printed fabric.

The Samuji House store in Helsinki is possibly the most beautiful retail store I have ever entered. A minimal aesthetic concrete floor and stair-case decorated with stunning artworks, the Samuji House store looks more like an art gallery than a retail store. The store also stocks KIDE cosmetics, an 'Ecocertified' makeup line with the most beautiful packaging I have ever seen on makeup. If you are ever in Helsinki its a must visit!

Samuji manufactures in Europe so they can “know their producers,” Koski says, and it’s made from natural fibres such as wool, cotton, silk and linen. A selection of the product is even produced in Finland, this is a great way for smaller brands who may not be able to afford strict audits to have confidence in the ethics of their suppliers.

Coming from the Nordic, we are at home with the understated, organic, function-oriented aesthetic we grew up with. But there is something even more fundamental to Scandinavian design that we believe in, which is a democratic approach to design and life. Design can be kind, approachable and inclusive. (Samuji.com)

Samuji has worked on a few sustainability business initiatives include a Pre-order collection, allowing customers to pre-order their time-less designs and ensure no waste is created in production. The Samuji Archive rental collection allows customers to rent previous seasons - another amazing initiative leveraging the timelessness of the collections, rental is available for clothing and accessories.

Outside of Finland Samuji can be found on The Garmentory (US and International), Lee Matthews (Australia) , Paper Mache Tiger (London) and Vestiaire Collective (International).