It’s not easy to create a range of affordable simple clothes that are stylish and aspirational, but Finnish brand Samiju have totally nailed it.
Doesn’t their video for Autumn/Winter make you want to try out that effortless Scandi style?
Excellent quality, clever cutting, simple styling, minimal detail and great shapes combine to make this label my new favourite “thing”. They are not cheap, but sometimes it’s worth paying that it more for something unique.
The boxy “Alvar” coat is on my Autumn Winter wish list.
Be warned – their webshop is not that great (note to brands: make sure garments are in proportion to one another on a web page!) and you really need to see the actual garments to appreciate them. So I recommend a visit to good old Stokey, to my favourite local shop Hub, who recently started stocking them in store and online.