New Recruits Samuji

Finish design studio Samui was founded in 2011 with an aim to create timeless and sustainable apparel that serves a purpose yet carries a story. Designs are simple and elegant, with seasonal colour and pattern adding playful flair to staple wardrobe pieces. Previously creative director of famed Finish textile brand Marimekko, founder Samu-Jossi Koski keeps fabrication at the heart of Samuji with premium materials sourced from Europe and Japan. Though it may sound Japanese, the moniker "Samuji" comes from the designer's name and the label's design ethos remains distinctly Nordic. Nature plays a strong role in every collection, informing shapes, palettes and material choices with fibres such as wool, cotton, silk and linen integral to each season. Collections are designed in-house in Helsinki, with ethical production a priority and kept as close to home as possible in Europe.