Jouten

Jouten

Productupcycled fashion

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