“Only by travelling far, you see near – Finnish brands conquered my heart in Japan”

Reetta Purontakanen

My relationship with Finnish fashion and design has changed through my work. It is such a cliché, but sometimes you need to travel far in order to see near. I went through my wardrobe this morning and counted 24 different Finnish brands!

My appreciation has grown with my years spent abroad. A Finnish quality item is practical by nature, which helps in everyday life here. Finnish linen clothes are invaluable in the sweltering hot and humid Japanese summers. In winter, wool clothing really is needed in this land of single-glazed windows.

My wardrobe is quite extensive, but since Marimekko’s playful prints are so popular here in Japan, I tend to wear a lot of Marimekko for work. Currently I am also loving what Samuji and Archetype are doing with form and design. My Aarni watch made from wood – a birthday present to myself – has often been a conversation starter. It is very light, which surprises people when I remove it from my wrist for them to take a closer look.

It is amazing that there are so many Finnish labels available. There are options even for consumers who are very discerning when it comes to formal wear. All it takes is a bit of effort to find the brands. Fashion and the way we dress are part of non-verbal communication and an important part of my work in country branding. I feel there needs to be harmony in communication, and between what you say and the way you act. I don’t want to talk about how wonderful Finnish design is and do it wearing a trouser suit from a multinational label.

This means I am proud to wear Finnish fashion to each media interview I participate in or whenever I give a lecture or open an event. All encounters are opportunities for country branding and to represent Finland. For me, Finnish fashion is both a key asset and a trusted companion.

Being Finnish is a clear marketing advantage in Japan. There are so many positive attributes associated with us, including equality, a world-class level of education, our contribution to sustainable development, and happiness. Some Japanese even have a personal relationship with Finland. Some collect Moomin mugs, some are sauna enthusiasts, and some wear Marimekko clothing – last year, Marimekko’s Harajuku runway show celebrating the Unikko poppy print’s 60^th anniversary had people gathering and queueing to see it. Working in Tokyo, I get to see the appreciation or, in fact, downright love Japanese people have for Finnish design.

Many Finnish brands have found their way to Japan. Marimekko, Pure Waste, VIBAe, Sasta, Luhta, Reima, Halti and Lapuan Kankurit are some of the brands available here. Finlayson manufactures under licence in Japan, offering products that differ from those in Finland. Papu has a pop-up store here every once in a while. Japan, with its 122 million inhabitants, forms the third largest market in the world. There is also room here for other brands to carve their own paths to success and to build and promote Finland’s country image!

– Reetta Purontakanen

Reetta Purontakanen works as a Press Counsellor at Finland’s Embassy in Tokyo.

“Finland feels like home”

Akira Minagawa

I visited Finland for the first time at the end of the 1980s, when I was 19 years old. I took the train from Helsinki up north to Rovaniemi. I was backpacking on a budget and had so many warm-hearted and lovely experiences. Those memories are forever ingrained in my mind. I feel a deep connection with Finland because of that trip. This is a place where I feel good. Finland feels like home.

That trip had a profound impact on me also on a professional level as a designer. I bought a jacket from Rovaniemi, spending most of my travel budget on it. Every detail on the jacket reflected the designer’s passion for their work and evoked feelings and ideas that cannot be measured using the customary indicators, such as novelty or respect for the designer. This had a major influence on my internal value system. I think about my work with a vision for the next 100 years and the way in which it could bridge generational gaps and continue into the future.

For me, each little moment in everyday life can act as a source of inspiration. The threads of my imagination and the ideas that emanate from those moments intertwine and come together in my work. I feel that Japanese and Finnish design and their concept of form have a bond; they both have a strong connection with nature. It is a source of inspiration for both. When I think about Finnish fashion, its great icons Marimekko and Vuokko come to mind first.

In my opinion, when considering current designers and brands, Samu-Jussi Koski’s JEANS & TOWELS represents a new wave in Finnish design. Koski’s strong aesthetic vision and wide range of designs can act as a compass pointing the way for Finnish creativity in the future. I believe that when Finnish brands broaden their concepts from fashion to lifestyle design, they could become especially attractive also to fans in Japan.

– Akira Minagawa

Akira Minagawa is a Japanese designer and founder of the brand minä perhonen. Throughout his expansive career he has collaborated with brands such as Lapuan Kankurit and Artek.