Five from Finland
Second-hand fashion in Finland
These online services, shops and brands are worth a second look for their efforts to promote second-hand fashion.
Julia HelminenIf the idea of giving clothes a second life fits you well, try this Finnish quintet on for size.
Increasing awareness of the environmental burden associated with the global fashion industry is leading to an uptick in popularity for sustainable clothing brands and second-hand shopping. This is particularly true for Finland. The culture of recycling and reuse has long been encouraged here and, in recent years, picked up with enthusiasm by the clothing conscious.
Here are five ideas for those taking a more responsible approach to their wardrobes.
With Emmy, sellers can expect to get a fair price for their items and buyers to get well-kept products that are worth the investment.
EmmyLaunched in 2015 with just around 500 items in its selection, Emmy has grown into a leading Nordic online marketplace for pre-owned premium clothing, with about 90 000 products in stock. Housed in Emmy’s headquarters in Lohja, all the products are hand-inspected and authenticity-checked before they are made available for purchase online.
One of Emmy’s ultimate goals is to steer consumers’ choices towards high-quality products that are made to last and retain their resale value. This is reflected in the collections stocked by the company’s partners, such as Vimma, Papu or Reima. The resale market created by Emmy becomes a way for brands to prove their commitment to durability and sustainability.
“We focus on high quality and want to partner with sustainably and ethically aware companies,” COO and co-founder Hanna Autio told usin 2019. “[W]e’ve really seen that the industry is taking steps in a better direction, with brands becoming increasingly interested in the resale value of their products and consumers considering it as part of their purchase decision.”
Through their innovative approach, Relove appeals to a growing audience of conscious consumers who value style, sustainability and community.
ReloveThis local family firm has found its niche in blending second-hand retail with a vibrant café culture. Relove’s unique concept involves curating a high-quality selection of pre-loved clothing and accessories, and offering them in beautifully designed, boutique-like shops where customers can also enjoy artisanal coffee and pastries.
Relove’s mission is to make sustainable fashion more accessible and appealing by combining the thrill of treasure hunting with a relaxed, community-oriented atmosphere. The shops can be found in a number of locations across Helsinki, including Helsinki Airport, as well as in the city of Tampere. Some items can be ordered through the company’s online shop.
“Relove is, above all, an environment where everyone is welcome to be inspired,” noted founder Noora Hautakangas. “We value slow fashion and take the time to pause and appreciate the moment.”
Luxury Helsinki taps into the growing trend of circular fashion to mix luxury with sustainability.
Luxury HelsinkiThe pre-loved collection at Luxury Helsinki features a meticulously curated selection of designer bags and accessories from some of the most prestigious fashion houses worldwide, including Hermès, Chanel, Louis Vuitton and Dior. Each item undergoes a rigorous authentication process to ensure its authenticity and quality.
The collection is available both online and in the company’s physical shop in the heart of the Finnish capital, where customers can browse the selection in a sophisticated and welcoming environment. The personalised approach helps customers to enjoy the exclusivity and craftsmanship of luxury fashion while making an environmentally conscious choice.
“We advocate for slow fashion, firmly believing that fashion should endure the test of time and embrace circularity,” wrote the team of the family business led by CEO Mia Siltala-Stellberg. “By opting for pre-loved items and extending the lifespan of the products we offer, we help to reduce pollution and waste while minimising our carbon footprint and the need for additional environmental resources.”
Run by Jenna Vilkman (pictured), Vintage Magasinet offers carefully selected vintage and second-hand clothing and accessories.
Vintage MagasinetSince its founding in 2019, Vintage Magasinet has established itself as a beacon for lovers of vintage fashion and design. With sustainability at its core, the business focuses on high-quality minimalist clothing and accessories that go hand-in-hand with current trends.
Vintage Magasinet’s team travels regularly around Europe and beyond, with a keen eye for finding unique second-hand pieces from classic high-end fashion brands to non-designer items. All pieces are hand picked by co-founder and shop manager Jenna Vilkman and are available both online and in a brick-and-mortar boutique located in Helsinki’s vibrant Punavuori district.
Vilkman is also a co-founder of WWOOLLFF CO., an independent streetwear and culture label which creates distinctive and durable apparel by combining graphic design elements and handmade details with environmentally friendly materials.
Ninyes offers responsible fashion brands a circular economy platform that allows them to incorporate the second-hand market into their business.
NinyesHeadquartered in Helsinki, Ninyes provides a turnkey resale-as-a-service model for European sustainable fashion brands, bringing both increased sustainability and economic growth. The company runs an online shop for responsibly made, curated second-hand clothing and accessories where fashion enthusiasts can shop with a clear conscience. Moreover, Ninyes has come up with a unique resale initiative, offering its customers gift cards for the selected sustainable brands’ online stores in return of pre-owned items by these brands.
“Our goal is to get the clothes lying in the closets back into circulation and to support the growth of the resale market for clothes that were originally responsibly produced,” said Elina Niinistö (Aho), co-founder and CEO of Ninyes. “If the lifetime of the products could be doubled and the buying of new ones could be curbed, the emissions of the clothing industry would be cut by almost half of the current level.”
Ninyes’s efforts to make fashion more circular haven’t gone unnoticed. Earlier this year, the company received 300 000 euros in funding from Innovestor and Vaens. With operations in Finland, Sweden, Denmark and Germany, Ninyes is planning to use the funding to fuel international growth.