Jouten is a lifestyle brand and an experimental design studio inspired by repurposing premium textiles based in Helsinki, Finland. 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 appreciating endless novelty in everyday ordinariness. The outcome is defined by Emmi and Eljas’ fascination with upcycling conventional and ostensibly boring materials for intriguing repurposed use.
In the summer of 2022, Jouten journeys through several varied capsule collections launched offline and online. All products are handmade in Helsinki with the closest 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 leap of faith from one 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.