Viljava, founded by Eveliina Hakala, is a testament to the fusion of comfort, style, and responsibility in the world of fashion.
Launched amidst the challenges of the Covid-19 pandemic in 2020, Viljava made its mark with its inaugural collection in the spring of 2021.
Specializing primarily in women’s clothing, with occasional forays into unisex apparel and accessories, Viljava sets itself apart with a commitment to comfort-first designs without compromising on personal style.
Inspired by the serene landscapes of southern Ostrobothnia, Eveliina infuses her collections with patterns and motifs drawn from the region’s countryside, creating timeless pieces that transcend seasonal trends.
Embracing Sustainability Through Thoughtful Design:
At the core of Viljava’s ethos lies a deep commitment to sustainability and responsible fashion practices.
Eveliina meticulously designs each garment, ensuring that they are wearable year-round, with an emphasis on timeless classics that endure beyond fleeting trends.
Moreover, Viljava takes sustainability a step further by incorporating surplus and leftover fabrics into its collections.
From the AW23 to SS24 lines, dresses crafted from surplus materials exemplify Viljava’s dedication to minimizing waste while offering unique, limited-edition pieces to its customers.
By manufacturing responsibly in Finland and collaborating with domestic producers, Viljava not only reduces its carbon footprint but also supports local economies and artisans.
Navigating Challenges and Shaping the Future:
As a sole founder, Eveliina faces the challenge of juggling various aspects of Viljava’s operations, from design and marketing to sales and customer relations.
Balancing entrepreneurship with motherhood, she navigates the complexities of running a business while ensuring quality time with her family.
Despite encountering setbacks and disruptions, such as the need to pivot away from children’s clothing early on, Eveliina remains resilient, learning from failures and adapting to changing market dynamics.
Looking Ahead:
Viljava’s vision encompasses expansion into international markets, while maintaining its commitment to comfort, responsibility, and timeless style.
With a focus on establishing robust partnerships across the production chain, Viljava aims to carve a niche as a global leader in sustainable fashion, inspiring conscious consumerism and fostering a deeper appreciation for comfort-driven, responsibly crafted clothing.
Viljava represents a refreshing paradigm shift in the fashion industry, where comfort and responsibility are not mere afterthoughts but integral components of design and production.
As Viljava continues to grow and evolve, its journey is marked by innovation, resilience, and a steadfast commitment to crafting clothing that not only looks good but also feels good, both to wear and to the conscience.
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