No that is not a typo you see in the title…
I’ve raved about fashions from London, Sydney, Paris, Berlin, and Moscow (to name a few)…but today it’s time to focus on a city that houses one of my favorite new designers (that I am PUMPED to share with you today) — Helsinki’s own Samuji (get it? HEL[sinki] YES!)
Another bad pun from yours truly. I promise I will continue to pun for as long as my brain will allow it to. But today is not about my ridiculous style of writing, it is about a designer / brand that you need to know about now. Not only is it super fun to say (SAMOOGEE) but the clothes are truly wardrobe staples with a stylish and sustainable twist.
I first discovered Samuji like how I learn about many new designers — from space519 (although this was not your ordinary shopping trip). Long story short, I was in Paris at the same time as the owners (as well as their manager, who happens to be one of my best friends) and I got to tag along on a buying appointment with them during fashion week…and that appointment was with Samuji (where this fabulous hat photo occurred). It was one of those moments where I was immediately hooked. The neutral and pastel color palette, the organic / raw looking textures, the minimalist silhouettes…the only disappointing part is that I couldn’t buy anything right then and there (as in fashion, everything works at least six months out!) But thankfully, their current collections are just as solid (and I can buy them NOW).
I always take an extra interest in designers who aren’t necessarily doing their thing in one of the major fashion cities. I’m not sure why they intrigue me more…perhaps because I appreciate them taking a stance against everyone who tells you that you have to move to NYC or another fashion city if you really want to make it (re: everyone in my life previous to ChiCityFashion becoming my full time job). Although I’ve never been to Helsinki, due to my friend Mary’s latest trip + Samuji just being awesome, it’s currently on my ever-growing travel list (which is now about the same length as my ever-growing restaurants to try in Chicago list).
Besides my new-found-desire to travel to Helsinki, why is Samuji such a cool brand? For me, I’m always looking for special timeless pieces that are interesting enough to invest in but not so over the top where I don’t feel like I can wear them everyday. Samuji designer Samu-Jussi Koski started the line based on a “complete wardrobe” (the must-haves every woman should own…although according to a previous post, can differ for each person).
It’s not just the woman he’s designing for, though. Shortly after launching womenswear in 2011, Samuji created a menswear line…also full of chic wardrobe staples.
What’s most intersting to me about Samuji is not just the clothing but the home line, Koti (which actually just means “home” in Finnish). When you see the Koti pieces, it’s perfectly reminiscent of the clothing — simple staples with a twist. Like a pipe candle holder, wood cutting boards, and even soaps that currently represent the colors of my life.
Between the balanced design aesthetic, sustainable ethics and a fair price point (quality never comes cheap but it doesn’t mean you have to pay four figures for it every time)…I’m going to be needing a lot of Samuji in my life. And I hope you feel the same.
Like I said, you can find Samuji here in Chicago at space519 as well as on The Dreslyn, La Garçonne and Azalea (see full list of stockists here). Would love to hear what you think about the brand / if you have any favorite pieces. You already know my feelings, so here’s a few Samuji things I wouldn’t mind having around (I’m just being modest…I actually need all of these things in my life).
And as Kanye once said to Taylor Swift (but with a Helsinki twist), I’ma let you Finnish… (so take it away in the comments!)
Images via The Cut & Samuji
NEED ALL OF THIS. IMMEDIATELY
xx
Ariel