Brands for the Centre of Finnish Fashion have been selected

The new hub for Finnish fashion, Garden, opens its doors in Helsinki on November 15th. Garden will house central names on the Finnish fashion circuit along with rising stars. The brands Arela, Samuji, Terhi Pölkki, éNHats, Hálo and Nomen Nescio will open their own shops in the centre. Garden will also host the natural cosmetics brand Jolie and Tre Gallery & Books, with a book and magazine selection curated by the independent Helsinki bookstore Nide. Tre Gallery & Books will also invite an assortment of shop-in-shops to the venue, with Klaus Haapaniemi as the first of these.

Garden also has a mission to highlight young designers and rising talents. The Garden Room will showcase and sell collections by, e.g., Mannisto, Rolf Ekroth, ONAR Studios and Maria Korkeila during the spring 2019 season. In addition, the gallery space will also host exhibitions by students from the local Aalto University and the fashion journal SSAW Magazine. Exhibition makers navigating between fashion and art include Daniel Palillo and ensaemble.

“Garden showcases the best of Finnish fashion for both Helsinki locals and visitors to our city. Our aim is to help companies gain growth and to offer a testing ground for young designers to build their brands,” explains Miia Koski from the initiative’s spearhead organisation Juni Communication & Production. “Fashion has become one of the most interesting phenomena in Finland – it deserves a space of its own that enables both experimental and commercial action.”

The space will also host various events such as fashion shows, presentations, discussions, sales events and guided tours of Finnish fashion. “We believe that such an extensive and interesting collection of Finnish fashion can attract more visitors than individual shops. The centre also serves to enliven the city centre and support Helsinki’s aim of fixing itself on the international fashion and design map,” says Letting Manager Ville Laurila from Ilmarinen, the company in charge of the Kämp Galleria complex. Garden encompasses the whole upper floor of Kämp Galleria.

SAMUJI

Samuji is a Finnish creative studio founded in 2009. The brand launched its first women’s collection in 2011. Today, the studio designs a womenswear collection, an accessory line and the interior collection Samuji Koti-Home. The brand’s core values are sustainability and responsibility. All products are produced in Europe from European and Japanese materials. Samuji has shops in Helsinki and New York, along with close to one hundred sales points in Europe, Asia and America.

éN HATS

A brand-new maker of brim hats has arrived in town, éN Hats. The trendy hat brand has already delighted hat lovers in Asia. The collection’s soft, unfinished, unisex hats come in a fabulous variety of colours and are born in central Helsinki on Korkeavuorenkatu. éN Hats has recently opened an online shop, www.enhats.com, where visitors can also get acquainted with the colourful and happy éN lifestyle. Garden’s éN Hats hat store has plenty of must-have headwear for international fashionistas.

TRE Gallery & Books

Experience-driven book stores are all the rage around the world. The concept store World of TRE joins forces with the independent bookstore Nide to drive Helsinki’s version of the trend that has been especially popular in Asia. Garden will host a cosy bookshop on its central square, offering the city’s best selection of cultural books and magazines, curated by Nide.

The TRE Gallery & Books complex will also open a Klaus Haapaniemi shop-in-shop, a magical world with a unique chance to see a wide selection of the popular London-based Finnish designer’s interior products, kimonos and accessories. A flower bar adds even more thrill for the eyes and proposes to take home a bouquet of cut flowers along with a book. The Klaus Haapaniemi shop is the first in a series of pop-up concepts invited along by TRE Gallery & Books.

ARELA

First-class materials, careful choices of colours and minimalistic forms characterise the Finnish fashion brand Arela. The elegant brand is run by a mother and two daughters and is especially known for cashmere knits and a knitwear maintenance service. The distinct charm of Arela has been noticed by journals like British Vogue and the New York Times. The brand is sold in Europe and Asia at, e.g., Tom Greyhound Soul and Harvey Nichols.

NOMEN NESCIO

Nomen Nescio is a brand for people touched by minimalistic aesthetics and life principles. The designs are stripped of everything unnecessary to give space and importance to the essentials.

The products are anonymous and they adapt to the user’s needs and background, serving to strengthen their individual personality. The clothing items come without any external or in-built elements referencing gender, age or position.

Vogue’s Suzy Menkes listed Nomen Nescio as one of the names in unisex fashion that has broken through the gender divide.

HÁLO

Hálo is a womenswear label founded in 2017. It is inspired by the cycle of eight seasons in Lapland as well as the natural light phenomena of arctic nature. Hálo’s year-round collection includes interesting jacquard fabrics, colourful prints and timeless silks.

TERHI PÖLKKI

Founded in 2011, the shoe brand Terhi Pölkki represents Finnish shoe know-how on the international level. The label runs on first-class design, which is complemented by socially and environmentally responsible production methods and high-class materials. Terhi Pölkki’s shoes combine Nordic minimalism, femininity and practicality. In autumn 2018 the selection will also include bags and accessories.

JOLIE

Top quality, contemporary natural cosmetics from Finland and abroad. Make-up services and individual skincare consultations. Jolie Beauty is a cosmetics house with an open heart and an eagerness to find the most suitable beauty tricks for everyone, bringing a natural touch along with elegance and wellbeing to both everyday and festive moments.

GARDEN – CENTER FOR FINNISH FASHION
Kämp Galleria, upper floor
Pohjoisesplanadi 33
Helsinki

Garden spreads out over the whole upper floor of the Kämp Galleria complex. Garden’s architectural design is by Futudesign, and Juni Communication is in charge of the project’s curation and communications. Juni is a Helsinki-based expert in international fashion and design communications. Garden will collaborate with a wide array of fashion and design companies and institutions, including Aalto University’s Department of Design (Fashion)  and the Fashion in Helsinki series of events held every year in May.

Inquiries and press images:

Martta Louekari
Communications Director
Juni Communication & Production
tel. +358 40 5284818
[email protected]

or

Ville Laurila
Letting Manager
Ilmarinen
tel. +358 40 501 0040