“We in Samuji vow that love will always be present in everything we do”, announces the brands Head of Design Anne-Mari Pahkala. The Fall Winter 2022 collection marks the new era of Samuji. The dreamlike prints and playful textures manifest the power of creativity.
The brand’s new brick and mortar Samuji Shop opens its doors in Helsinki’s Kruununhaka district on November 2.
”Our small yet highly skillful team has worked diligently to establish the new period while honoring the brands roots. With launching of our operations, the Samuji brand has the chance to develop and grow both in the domestic market as well in internationally. Our future is filled with ideas and possibilities, that we are excited to start working with. We warmly welcome everyone to visit the Samuji Shop located in Liisankatu. This is an exciting step for Samuji”, Laura Petris-Forsell, Director of Business Operations.
Along with opening our the brick-and-mortar store, the brand also celebrates the launch of its Fall Winter 2022 collection. The collection presents crystal clean cut design and high quality materials – pieces for your day to day life as well as for the most special occasions. The collection includes outerwear, trousers, skirts, shirts, dresses, and lovable everyday pieces. The prints presented in the collection are the works of artist Pasi Kärkkäinen-Tunkelo, who has been a long-time partner for the brand.
”The collection was composed to interpret the experiences of people of today. A soft dialogue has been created between dramatic silhouettes, joyful and adventurous Taika print, playful fringe surfaces, and enchanting Unisumu print. The tailored silhouette lines have fused into a gentle form. Just as have many aspects in our lives. In the face of major changes, our view has been refocused. A sense of community, soft values and humanity are emphasized, as are the conflicts that are surrounding us. We want to believe in freedom and love, self-expression and creativity. We at Samuji promise that love will always be present in everything we do. In our ever-changing environment, I think, the role of a brand like Samuji is increasingly important and meaningful.” Anne-Mari Pahkala, Samuji’s Head of Design says.
At Samuji, sustainability is a deep-rooted value and commitment. Choices guided by strong values, responsibility and sustainable development are the foundation of our design thinking. Samuji’s collections are designed in Finland and manufactured in Finland, Estonia, Lithuania and Portugal. Samuji is involved in Finnish Textile and Fashion´s Carbon neutral textile industry 2035 – commitment program. In addition Samuji will report regarding its operations annually on its website.
“The dialogue between the customer and the brand plays an important role in my design philosophy. During our first months of operating, I focused on listening carefully to Samuji’s customers: the memories, experiences, thoughts and wishes. Along with other design work, we decided to tackle the most requested development target: reviewing the fit of the garments and extending the size ranges.”, says Pahkala.