Jouten 2022


Productupcycled fashion

Kleidung aus 100 % wiederverwendeten Hoteltextilien – so schön kann Upcycling sein!

Jouten ist ein in Helsinki ansässiges Designstudio für experimentelle Kleidung und Accessoires. Emmi Lonka und Eljas Pajamies sind fasziniert vom Upcycling ganz gewöhnlicher und auf den ersten Blick scheinbar langweiliger Materialien. Das Designerduo stellt die Unisex-Produkte in limitierter Auflage von Hand aus 100% Resttextilien her, dies mit grösster Liebe zu Detail, Material und Passform.


Driven by research and design, Jouten creates contemporary style out of recycled hotel towels.

Jouten* is an experimental research-oriented design studio from Helsinki, Finland inspired by untapped, yet recyclable high-quality materials such as industry surplus. Founded in 2015 and run by designer duo Emmi Lonka and Eljas Pajamies, Jouten shifts perspectives from the mundane to the emerging aiming at imaginative sustainable fashion. Every material deserves a purpose. Sparked by the idea of creativity emerging from admitted boredom, Jouten focuses on upcycling customary materials for intriguing repurposed use. Combining innovation with contemporary design, Jouten creates added value to waste material otherwise neglected or left aside, by extending the life cycle thereof. The outcome is defined by Emmi and Eljas’ fascination towards overall style and attention to details.

Currently working with heavyweight industrial terrycloth recycled by hotels, Jouten introduces “The Ripped Corner of a Five Star Hotel” collection covering experimental unisex ready-to-wear pieces and accessories. All products are handmade in Finland with the highest attention to detail in material, fit and fabrication.

“The gap between boredom and shifted perspective from ”ugh” to “a-ha!” could be anything from a blink of an eye to a gigantic leap of faith from a mountain to another. That gap is where Jouten happens – the easing bridge from dismantled attitudes to renewed perspectives towards everyday life right under our noses.”

*Jouten = adverb in the Finnish language for being unoccupied