Finnish brand shows kids and adults that

being conscious doesn’t have to be boring

—

PAPU is a Finnish brand created by fashion designer and mother-of-two Anna Kurkela. Back in 2012, she realised there weren’t many options on the market to support sustainable kids wear. She decided then to start her own brand, making as much ecological choices as possible, and believing that with your own decisions and example one can change the world.

But her dream wasn’t complete until artist Hanna-Riikka Heikkilä joined the company to design the one-of-a-kind illustrations we see in every Papu collection. With Anna’s design and textile quality and Hanna’s prints and patterns, the brand quickly sold out its first collection and has been growing ever since.

Credit : PAPU.

“We want to dive into clean woods, see the hale animals and to breathe fresh air whether walking in the woods or in the city. That’s one of the reasons we want to try our best to do things as sustainable as possible.”

— PAPU

In a world moved by single-use products, ensuring durability is a big step towards sustainability. To achieve this goal, PAPU uses not only high-quality, organic fabrics, but also a design that is both unisex and adaptable. This way, the brand creates real trans-seasonal clothes, meant to to be worn over and over again and to be passed from child to child, crossing generations.

Credit : PAPU.

Their latest collection - called Tokyo - has just been launched, including some of their classic designs like Kanto Dress, Patch Leggings and Baggy trousers, and other pieces and accessories, both for kids and adults.

If you want to see more of this collection, Tokyo is available online at www.papustories.com and at the stores! And if you want to take a look at their sustainability program, you can check it here.