I was recently in Helsinki visiting friends and it was right after the news of this year’s Hyères festival winner, Satu Maraanen, so I was looking forward to see the city’s fashion scene. After walking the streets of Helsinki I can understand so much more the amazing streetstyle blog Hel Looks. Colourful, daring and personal, the style of the Finnish is everything but boring. And how about eco design? The brand Nurmi Clothing is a good example of the Finnish commitment with the environment.

Redhead and beautiful Anniina Nurmi is the founder of this “slow” brand that has as main objective to be transparent in all of its production steps. “I wanted to escape from the rat race and do what I love: design beautiful clothes in a sustainable way” explains Anniina, who also writes a blog were she talks about all the things that are happening with her brand. She thinks that this is a perfect way to have the consumer informed of all what it’s behind the fashion industry and the production of the garments, and that its something that more designers should do too. I couldn’t agree more!

Materials like hemp, organic cotton, recycled textiles or eco lather are the core of Nurmi garments. They even have a line of jeans made of denim which is 55% hemp and 45% organic cotton. Check out their website for more info.