MISSION — why?

We needed an output for our visual executions, where we could combine our expertises, lifestyle and passions towards design and culture. The growing climate anxiety and ecological awareness drove us to search responsible solutions with a new concept. We want to highlight the value of quality and handcrafting, taking a stand against fast-fashion, over consuming and general standards and biases of clothing industry.

VISION — what?

atelier — toka is a Finnish brand created by two designers based in Helsinki. We offer upcycled, customised and vintage clothing. The driving force of our creative process is staying loyal to our values: ecology, uniqueness, transparency and quality. Materials, products and growing an identifiable and loyal customer community is our top priority. We are always evolving and open for all kinds of new collaborations.

STRATEGY — how?

atelier — toka is now based on an online shop and social media marketing. Trough our website, you can buy products that we’ve already created. If you have your own idea for a custom garment, contact us and let’s make it happen!

To tell you how our business works in more detail, here are our main values unfolded:

Ecology:

Environmental responsibility is our default value, not a determinative or restrictive factor. We use upcycled materials in all of our products as much as possible, still staying loyal to our visions. Textiles are gathered from flea markets and other second hand or surplus material providers. We purchase material only for its potential and for our need, trying not to accumulate unnecessary matter. We aim to use all the material as entirely as we can, upcycling also usable buttons, zippers etc. The cutting waste is used as smaller patches and straps.

Uniqueness:

All of our creations are unique and one of one. Even when they’re made from the same pattern, the materials and patches vary in every product. Carefully made finishes are all different and you can see the hand print in every garment. This adds personal feeling and helps customers to create an emotional tie to it. We want to have close cooperation with the clients to make the garments precious especially for them. This hopefully makes people gradually change their perspective for clothing, and to view them more like a valuable investment or an art piece.

Transparency:

atelier — toka’s brand story is really open and honest. We want to give a genuine and real image about our brand and us founders, so that customers can judge and relate to us as freely as possible. We wish to find a common ground with our followers trough the same taste as well in fashion as in other cultural aspects, for example in music, ideologies and overall vibes. We also want to keep our brand's “tone of voice” true to our normal personal and recognisable style, transmitting our sense of humour and opinions. We also offer a “fun fact” type of information packages about fashion and textile industry, but also about our products and business. Our every product comes with a hangtag, which includes information about that specific piece, its materials, manufacturing and care instructions. This helps to further extend its lifespan.

Quality:

The paradigm behind our business is: quality before quantity. Products and materials are made and selected carefully, keeping the quality ahead, not to be mass-produced or to make loads of cash. Pieces are made in Finland by professionals, with a big heart, passion and ethical working conditions. The finishings are made properly to endure usage and time. They also add an artistic and unique value for the garment. We hope to give our customers the feeling of luxury and confidence, and of course to make them look fly af.