Based in Helsinki, Finland, Jouten is an experimental design studio inspired by repurposing high-quality 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 up-cycling customary and ostensibly boring materials for intriguing repurposed use.
In 2020, Jouten introduces pastel coloured Peach Please collection covering unisex ready-to-wear pieces and accessories made from repurposed hotel towels and bed linen. All products are handmade in Finland 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.