SHORT FOUNDER INTRODUCTION.
Background and Inspiration:
Who are you? Describe yourself with 3 words.
Hi, I'm Vilma, 23 years old, living in Jyväskylä. I consider myself open, sensitive, and proactive.
What inspired you to establish the JUSTUDIOS brand?
I wanted to steer the fashion industry towards a genuinely more sustainable direction (socially and enviromentally) and provide consumers with a more responsible choice. I have a passion for creating and designing – it's my calling. However, I want it to have a purpose and a goal.
How do experimental street style and influences from your parents manifest in your brand?
My father built motorcycles, and my mother crafted clothes as a hobby; both were entrepreneurs. Clearly, my skills in craftsmanship stem from them, along with their support for venturing into entrepreneurship. Moreover, undoubtedly, my penchant for experimental fashion finds its roots in their influence.
Where did the original idea and passion come from to create experimental clothing?
As mentioned, my inspiration comes from my parents but also from the garments themselves. I initiated what one might call my career by reworking my old clothes and combining them in new ways. It all began through experimentation, leading me to discover my own style as a designer.
Genesis of the Brand:
How did your brand come into existence?
In short, I founded a company and then began experimenting with different styles and creations. JUSTUDIOS' style has evolved significantly from what it was in 2021, and it's all thanks to designing with a purpose and engaging in constant communication with our customers.
Can you share the story of how you created your first garments and what it meant to you?
There are two aspects to this. Personally, I'm not an experienced seamstress, so I often do reworking projects. Perhaps, the most significant creations for me so far are a Denim Dress and a Seam Blazer. I take pride in these two pieces as they reflect both myself and JUSTUDIOS accurately because these pieces shows how you can rework old into new.. On the other hand, I design garments that more skilled Finnish professionals produce. I remember when I walked into a small sewing studio in Jyväskylä with my designs for the first time, and they brought my visions to life. Seeing them for the first time, even though they were 'just' T-shirts, was an indescribable feeling.
How has collaboration with the JS Team, friends, and customers/JS Fam influenced the development of your brand?
Absolutely! I want the products to be functional and purpose-driven. I seek a lot of opinions from family and friends and from JS Fam thru Instagram. Also the JS Team plays a significant role in the design process, and without them, this wouldn't be possible. I aim to create garments that are cool but made for warm-hearted individuals. That said, I hope JUSTUDIOS is an approachable brand for everyone. <3
Design Philosophy:
How do details, functionality, and durability reflect in your clothing?
Here comes little bit longer answer!
Details: Every garment we create is a result of meticulous attention to detail. Drawing inspiration from unique fabrics with textures and histories, we celebrate distinct features rather than chasing constantly something new. Our designs carry a story in every stitch, reflecting the passion and craftsmanship that goes into each piece.
Functionality: Our experimental one-of-a-kind clothing is purposefully crafted for longevity. At JS, functionality goes hand in hand with expression. We prioritize high-quality materials that not only feel good but also serve their purpose. Our commitment to creating wearable art is reflected in the everyday functionality of our garments, making them suitable for a diverse range of individuals.
Durability: JS is all about high-quality, durable clothing. We believe in making pieces that withstand the test of time, echoing our commitment to sustainability. Our designs are not just fashion; they are a statement against the fast fashion industry. The durability of our fabrics and Finnish craftsmanship aligns with our vision for a better fashion industry—one that values longevity over disposability.
In essence, our clothing is a manifestation of our dedication to creating a positive impact on the fashion landscape. It's more than just fabric and stitching; it's an extension of your identity and a testament to our commitment to a more sustainable and inclusive fashion future.
What influences and inspirations do you seek when creating new designs?
I absolutely love observing people's outfits on the streets – it's incredibly inspiring. Additionally, Pinterest serves as a significant source of inspiration. However, my primary source of inspiration is going to thrift stores or deadstock shops where pre-made items or fabrics themselves inspire me to create something “new”. This is how the idea for JUSTUDIOS originated, and it continues to be a strong influence in my creative process.
Sustainability:
How do you incorporate environmental friendliness and sustainability into the operations of your brand?
At JUSTUDIOS, sustainability is at the core of our brand:
1. Unique Sourcing of Fabrics: Our fabrics, sourced uniquely, include high-quality excess, repurposed materials/pieces, and responsibly-sourced organic cotton.
2. Waste Minimization: We minimize leftover fabric, modify sewing patterns for efficiency, and limit production quantities to avoid excess.
3. Handcrafted Production: Our clothes are handcrafted with professional craftsmanship, mainly in Kuopio or Helsinki, by responsible and transparent partners.
4. Printing and Embroidery: Hand-printed and embroidered in small Finnish shops using environmentally friendly techniques.
5. Transparent Operations: We operate with full transparency in pricing, ensuring fair compensation for all aspects of production.
6. Carbon-Neutral Shipping: We use "Posti Green," a carbon-neutral shipping method in Finland.
7. Recyclable Packaging: Our packaging materials are recyclable and responsibly sourced, promoting extended life cycles.
8. Circular Fashion: We buy back well-loved JS items from customers and rent our pieces, encouraging a circular approach to fashion.
9. Customer Education: Our Care Guide helps customers love and care for their garments, promoting longevity and sustainability.
Read more from here: Wear the change.
At JUSTUDIOS, we believe in wearing the change for a better future, and our commitment extends to every aspect of our operations. Sustainability should me a must not a plus!
Why did you decide to make your clothes unisex, and what does it mean for JUSTUDIOS?
I believe it's incredibly important that everyone can buy the clothes they want. Gender categorization in clothing, in my opinion, is unnecessary. We want all our clothes to be for everyone, and our sizes are designed to be suitable for all body types and genders. Typically, 'unisex' implies men's clothing for women, but for us, it means much more than that.
Future Visions:
What kind of changes do you hope to bring to the fashion industry through JUSTUDIOS?
In essence, I aspire for the fashion industry to become more approachable, socially and environmentally responsible, transparent, and foster a warmer atmosphere.
How do you envision the future development of your brand?
I hope that the message of JUSTUDIOS spreads, and we can grow the JS Family even larger. Specifically, I wish for more encounters at pop-ups and possibly other events. Overall, I hope that JS expands, allowing us to make a more significant impact in the industry. <3
If you want to hear more about JUSTUDIOS' story, listen to this podcast episode from the THREADS HANGING LOOSE podcast:
Vaatebrändin luominen - Ideasta todellisuudeksi [video]
PS. New season #2 starting in February!