Winter 22/23: Bathing Pursuit
The Bathing Pursuit fall and winter 2022 home collection features all-around terry towels and premium bathing essentials for the face, body, and all over. New items are added throughout the season.
In November 2022, Jouten introduces a collection of all-around bath towels and bathing essentials made of 100% upcycled heavyweight hotel terry towels – for the face, body, and all over.
Bathing Pursuit – The Color Palette
Jouten is an circularity-driven design studio and a lifestyle brand 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.
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.