• Gender neutral terry apparel from repurposed hotel towels

    Shop the collection
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FW21 Color palette

Choose your favourite from the palette of the season. All Jouten made to order clothing, accessory and home textile products are carefully piece dyed with OEKO-TEX certified fabric dyes, softened with sensitive softener and gently tumbled for ultimate comfort.

See the full palette and learn more about ordering.

Gender neutral sizing in Jouten terry clothing runs relaxed and comfortably oversized. Consider choosing the size you would normally go for, as repurposed 100% cotton towels are non-stretch material. The ease of the Jouten state of mind is best clothed nice and spacious.

About Jouten

Based in Helsinki, Finland, Jouten is a lifestyle brand and an experimental design studio inspired by repurposing premium textiles. Founded in 2016 and run by designer duo Emmi Lonka and Eljas Pajamies, Jouten shifts perspectives through contemporary comfort living.

Sparked by the idea of creativity emerging from admitted boredom, Jouten is focused on the appreciation of endless novelty in everyday ordinariness. The outcome is defined by Emmi and Eljas’ fascination towards upcycling customary and ostensibly boring materials for intriguing repurposed use. 

In the fall 2021, Jouten introduces a new collection of yet-to-be-seen items exquisitely crafted from the finest repurposed terry towelling carrying the title of a signature material. All products are handmade in Helsinki with the highest attention to detail in material, fit and fabrication.

The gap between mundaneness and shifted perspectives 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 changed attitudes to renewed perspectives towards everyday life right under our noses.