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Just in: 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.

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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

About Jouten

Jouten is a lifestyle brand and an experimental design studio 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.

  • Bathing Pursuit | Winter 2022

    Bathing Pursuit | Winter 2022

    The Bathing Pursuit bath and home collection for the winter season 2022 takes us back to the basics featuring towels in all shapes and forms colored in the palette that...

    Bathing Pursuit | Winter 2022

    The Bathing Pursuit bath and home collection for the winter season 2022 takes us back to the basics featuring towels in all shapes and forms colored in the palette that...

  • Jouten at Fashion Finland Awards 2022

    Jouten at Fashion Finland Awards 2022

    In Finnish: Nuorten vaatebrändien tuleminenVAIN, Zouseph’s, Justudios, Jouten, Hedvig, Lilja the Label, Eshe Studios. Parikymppiset nuoret perustavat nyt ennakkoluulottomasti ja rohkeasti vaatebrändejä. Uuden sukupolven muotibrändeissä korostuvat kestävyys, kotimaisuus ja käsintekeminen, ja...

    Jouten at Fashion Finland Awards 2022

    In Finnish: Nuorten vaatebrändien tuleminenVAIN, Zouseph’s, Justudios, Jouten, Hedvig, Lilja the Label, Eshe Studios. Parikymppiset nuoret perustavat nyt ennakkoluulottomasti ja rohkeasti vaatebrändejä. Uuden sukupolven muotibrändeissä korostuvat kestävyys, kotimaisuus ja käsintekeminen, ja...

  • SS22 Capsule 03: Summer Pajamas

    SS22 Capsule 03: Summer Pajamas

    SS22 Capsule 03: Summer Pajamas On July 7th 2022, Jouten introduces the third capsule collection of the summer 2022 with a lighter addition to the repurposed fabric palette. Reclaimed bed linen...

    SS22 Capsule 03: Summer Pajamas

    SS22 Capsule 03: Summer Pajamas On July 7th 2022, Jouten introduces the third capsule collection of the summer 2022 with a lighter addition to the repurposed fabric palette. Reclaimed bed linen...

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