Based in Helsinki, Finland, Jouten is a circular design studio and a lifestyle brand that crafted upcycled towel garments from reused hotel textiles between 2019–2023. Founded in 2016, and run since 2019 by designer duo Emmi and Eljas, Jouten shifts perspectives through contemporary comfort living.

Sparked by the idea of creativity emerging from embraced boredom, Jouten focuses on appreciating the novelty in everyday ordinariness. The outcome is defined by the never-ending fascination with upcycling conventional and seemingly boring materials for an intriguing repurposed use.

The gap between mundaneness and shifted perspectives could be anything from a blink of an eye to a leap of faith from one reality to another. That gap is where Jouten happens – the soft bridge between changed attitudes and renewed perspectives toward everyday life right under our noses.