Nurmi, a clothing company from the northern country of Finland “wants to bring back the times when both the quality and the design of clothes were meant to last.” Well on the way towards this dream the label is building its vision on the philosophy of durable design, eco-friendly materials and production processes, and ethical working conditions. Most importantly, Nurmi is creating clothes that their customers will want to cherish and keep forever, sustaining the principles that such clothes are made with.
Anniina Nurmi, a designer at the forefront of sustainable fashion in Scandinavia, is the brains and creative mind behind the Nurmi label. She studied fashion design in Finland and upon graduating in 2007 she began blogging about ethical and eco-friendly clothes, which lead to starting her own clothing company in 2010. Miss Nurmi believes that “design and sustainability go hand in hand – there is not one without the other.” This is evident through all Nurmi items, as they are timeless, simple and clean garments or accessories that evoke Scandinavian naturalist and minimalist ideals.
All of the items in Anniina’s latest Nurmi #1 collection are made from either certifiably sustainable textiles, or waste fabric and trimmings. To boot, all Nurmi garments and accessories are manufactured in Finland to high ethical standards. Transparency is a very important word to the Nurmi ethos, which asserts that spending “hours and hours searching for the best suppliers and partners to work with”, and readily shares information about every single product.
The tote bag (pictured below) is suitable for men or women and can be paired with practically any outfit. The body of the bag is made from a cotton and polyester blend which has been up-cycled from the waste fabric of textile factories and the handles are made from recycled leather. Perfect for groceries, library books or a trip to the beach!
The Nurmi laptop sleeve and phone case are made from E-leather; a material that is made from a blend of natural fibers and recycled authentic leather. With five accent colors to choose from, they’ll make a snug and slick home for your computer and phone.
If you happen to be traipsing about northern Europe, make sure to stop by one of the three shops in Finland selling Nurmi items, or check out 69b in London if you are in that neck of the woods. For those further away, global retailer ASOS has teamed up with Nurmi to sell their items online, which can also be found on Greenstreet, a Finnish webshop full of organic and fair-trade goodies.
All images and quotes courtesy of Nurmi.