We are a creative outlet of two Finnish designers based in Helsinki. We offer upcycled, customised and vintage clothing.

Our story began in 2013, around the time we graduated from high school. We went to the same high school of visual arts, but we only got to really know each other towards the end. After falling in love, we actually became best friends. We shared the same interests and taste in culture, entertainment, art, design and fashion as well as similar visions for the future.

In 2015, one of us got to study fashion design in university of applied sciences. A year later the other part followed to the same school to study packaging and brand design. Studying in the same school and moving to a new town led to a further expansion of our close, shared circle of friends. Being surrounded by creative and cohesive atmosphere encouraged us to our own personal and visual growth. Gradually, the idea of entrepreneurship just seemed more and more appealing.

The idea of establishing a brand together had been bouncing between us since the early days, and we joked about it many times. Perhaps the first time we talked about it seriously was on a summer vacation trip in 2017, while sipping our ice cold drinks on a beach terrace in the heat of the evening sun. We had a long and deep brainstorming session about the options for the name, concept, and what we hoped from both our potential brand and ourselves in the future. For a long time, we weren’t able to find a suitable name, although few alternatives raised to mind. Instead we ended up planning the brand’s business in more detail. We wanted to set up a brand combining both of our interests and skills in our own fields of expertise. The growing climate anxiety and ecological awareness drove us to search responsible solutions with a new concept, however on our own terms.

Both of our graduating theses were related to developing our future brand. The fashion design thesis focused on the use of responsible textiles and consumer ideology. The creation of the thesis clothing collection prepared a visual, technical and ethical development for the brands future products. On the other hand, the packaging and brand design thesis focused on creating a concrete brand: its name, logos, typography, website, social media and a business plan.

Eventually, we were able to lock down the final name for the brand: atelier — toka. We wanted the name to reflect more on the brand’s concept and origin, and less on our designer identities. Name had to be related to Finnish, but suitable for international pronunciation. It also needed to be short and sturdy enough, yet fluid. “atelier” (in Finnish: ateljee) refers to an artistic working space. Unlike “studio”; which refers to television, radio, and film production; atelier means more of a workroom in the visual arts, textile and clothing industries.

The suffix “toka” refers to the Finnish slang term “second”, meaning our way to create another life for the materials and clothes used in our products: a second round, so to speak. In addition, it means the serial number two (2.), referring to the brand’s two founders.

For the future of atelier — toka, high financial profiting and maximizing production are not essential. Instead we focus on our creative outputs, visions, building a community and providing transparency. We want to stay loyal to our values in terms of ecology, uniqueness and quality. The business plan and concept of the brand are not set in stone, we are open to development, new challenges and collaborations of any kind.

Don’t hesitate to contact us!

Saana Hakosaari

Ville Ekman