Helsinki Based Jouten Introduces Summer 2020 Collection Featuring Garments From Upcycled Hotel Fabrics
Jouten stands for an adverb in the Finnish language for being unoccupied.
Jouten just shared us a look at its Summer 2020 collection that will be online on the 4th of June. The brand puts its own spin on sustainability by creating garments from excess fabrics from the Finnish hotel industry.
Delivering high-quality craftsmanship from heavy-weight cotton, Emmi Lonka and Eljas Pajamies, the designers behind Jouten offer this season a pastel colored assortment of oversized tees, hoodies, and shorts that’s ethos reference their philosophy on the jouten state of mind. Browse through the pictures below for a closer look at Jouten’s Summer 2020 look book.
Look out for the collection release starting on Thursday June 4th at Jouten’s webstore.
Many brands have increased their efforts for sustainability in recent seasons as climate change has increasingly become a pressing issue to the clothing industry. Check out Hypend’s recent article about the topic: “Streetwear Has Begun to Resemble Fast Fashion Yet No One Talks About Streetwear’s Issues With Sustainability.”
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