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.