Every now and then a new clothing brand appears. A label that is doing its own thing, and is doing it in a way that is different from how it’s supposed to be done. 

The Finnish brand Almada Label, established in 2020, is a perfect example of this. It has swum upstream against the conventional way of doing things ever since it was established. Simultaneously, it has managed to bust some of the myths entrenched in the business. 

An example: Scaling their business into international markets has always felt more difficult for Finnish clothing brands than to their Swedish counterparts. Not to Almada Label, though. After only four years in the business, the company’s clothes were being sold in, for example, Harrods, Le Bon Marché and Printemps. 

The company’s founders, Alexa Dagmar and Linda Juhola, have challenged the standard rule book also by offering an exceptionally limited range of products. Their vision was not shaken by the market that was upset by Covid. Nor by the warnings of a certain manufacturer declaring that “Nobody buys anything in the colour white anymore.”. 

– We don’t want to run Almada Label using the same formula as other fashion houses. We feel there is no need to create new collections each season, Juhola says. 

The ideal of timelessness is ever-present. It encompasses the collection philosophy as well as individual pieces. Timelessness, simplicity, and the use of long-lasting quality materials define the clothing of the brand. 

“We don’t want to run Almada Label using the same formula as other fashion houses.” 

Taking things slow and making a clear attempt to move away from the fast-changing trends feels refreshing in the 2020s. It’s like taking a stance against a world of fashion that has shifted into an ultra-fast phase. 

– There is no need to come up with something new all the time. The long lifecycle of the clothes and their timeless style are the values we feel are close to our heart, Dagmar says. 

Accessible luxury 

What also distinguishes Almada Label from others, is its founders’ background. Before embarking on this business venture, Alexa Dagmar and Linda Juhola were known as fashion bloggers and social media influencers. Neither has training in clothing design. 

– As influencers, we were involved in marketing clothing brands and took part in different product development projects. We learned a lot from those, Juhola says. 

Knitwear was Almada Label’s first product category. It acted as a springboard for the entire company. Juhola and Dagmar consider high-quality knits as their favourite go-to items, and Nordic wardrobe staples. 

“We offer the feel and the customer experience of a high-end brand without products that cost thousands of euros.”

The duo felt there was market demand for high-quality knitwear made from luxurious materials, yet at a price point that is accessible. 

– We offer the feel and the customer experience of a high-end brand without products that cost thousands of euros. 

Though they shared a clear vision about the products, they recognised they swiftly needed outside help with areas such as production knowledge and creating contacts. 

– We were lucky to have Miia-Maaria Varheensalo join us right from the beginning. She is still our Head of Design. She brought the technical knowledge, support and experience we needed. 

The founders expected Almada Label to grow within the Nordic countries first after which they would have the resources to try and gain a foothold in the rest of Europe. The rules of the game got quickly rewritten though. 

– All of a sudden we saw market potential elsewhere. For example, Germany, Great Britain and US markets began growing organically. We decided to boldly focus on those. 

A close link to followers 

Having an understanding of how social media and influencer marketing operates has been essential in enabling Almada Label’s success. The brand has benefitted from the tens of thousands of social media followers the founders had, but has been successful in managing to create a strong community of its own, too. 

– We are quick to respond to questions. We listen to opinions and share our everyday life. Transparency regarding production is also important to us. We want to be open with everything, Alexa Dagmar describes their operation. 

Close interaction with a global clientele is something the fashion brands of earlier generations could only have dreamed of. Social media contributes to lowering the threshold of internationalisation.  

– Our thinking from the beginning was that everything you do on social media needs to be done as if your following already is international.  

“Everything you do on social media needs to be done as if your following already is international.” 

Almada Label and its clothes have attracted the attention of international media. In spring of 2025, the brand was featured in the business magazine Forbes, and before that US Vogue wrote about the label. 

A signature style that permeates throughout the products and the communication, is what constitutes skilful marketing and storytelling. According to the founders, it stems from a strong sense of shared values and vision. 

– Every brand should define its core values and then stick to them. Then make each and every choice respecting those values.