The story of Lovia began from the want to do things differently. Instead of ordering new materials, our actions are centered around rescuing discarded resources and doing so with complete transparency, right down to the makers, materials, pricing as well as carbon emissions. We are striving to create a modern circular economy that knows no waste, only resources that go around in the endless cycle of life.
The story of Lovia began from the want to do things differently. Instead of ordering new materials, our actions are centered around rescuing discarded resources and doing so with complete transparency, right down to the makers, materials, pricing as well as carbon emissions. We are striving to create a modern circular economy that knows no waste, only resources that go around in the endless cycle of life.
Lovia Journey
Lovia was born when Outi realised she couldn't continue as a designer unless she came up with a way to turn around the vicious cycle of overproduction and overconsumption. While items were constantly produced in a way that nobody (even herself as the designer) really knew much about, people had started losing respect for the products as well as the people within the process.
So she began a journey to discover once discarded materials as her starting point. She wanted to let abandoned materials dictate what she designs and have production that could be transparently presented to everyone. Seam by seam the small pieces of someone else's waste started forming bags, strongly connected to her roots in the forests of the North and inspiration from the folkloristic functionalism of her home region in Kainuu.
Lovia Ideology
The name for Lovia comes from [Loviatar] and [lovi]. Loviatar is the powerful matriarch witch in Finnish national epic Kalevala. Lovi means a crack between two stones, mythically believed to be the gate between two worlds.
The pine cone logo of Lovia is a crystallisation of the clean modern and bare organic world connected together. Our challenge is to find a balance between the two, as there are always dual forces in the works. Nothing is truly black and white, and only through open and transparent conversation can we achieve change.
From the ideology, roots grew deep and have now formed a wider community. Together with everyone involved in the journey, Lovia today is able to save tons of discarded materials, shaping the controversial industry of fashion and apparel from within. By advocating for greater transparency, we can all be true Revolutionisers.
For us Revolutionisers mean the whole community that is involved with the story of Lovia; from producers to our team, customers, owners, influencers and collaborators. Everyone, who is striving to share and promote the idea of a circular economy. Only through working together and combining efforts can we create sustainable, permanent and positive change.
Lovia team
The ideology has gathered a passionate team, together striving to make this seed grow to an even bigger impact.
And that's not it - you are a part of Lovia just as much as we are. We're so glad to have you here! You are more than welcome to stop by our showroom whenever, we’d love to meet you! We are looking to grow our community, learning and developing together.
Take part in our journey, and see trash becoming treasure!
Founder of Lovia
Outi is the founder, Creative Director and CEO of Lovia.
She is a creative visionary endlessly inspired by nordic nature, Finnish folklore and the depth of human connection. Outi wants to do her part in re-imagining what the fashion industry could be and making it happen.
Her heart beats for building a community of change-makers, paving the way towards a sustainable future. Outi is an expert in sustainable circular design and is glad to share Lovia’s story and what we have learned along the way of creating a fully sustainable and transparent design brand.
For speaking engagements, panels, crazy ideas and collaborations contact Outi at outi@loviacollection.com.
Do you want to join our journey?
We are always interested in great people who have the passion to develop the fashion world to be more sustainable. If you feel like you’re the perfect match for us, don’t hesitate to send us a message!
Lovia Journey
Lovia was born when Outi realised she couldn't continue as a designer unless she came up with a way to turn around the vicious cycle of overproduction and overconsumption. While items were constantly produced in a way that nobody (even herself as the designer) really knew much about, people had started losing respect for the products as well as the people within the process.
So she began a journey to discover once discarded materials as her starting point. She wanted to let abandoned materials dictate what she designs and have production that could be transparently presented to everyone. Seam by seam the small pieces of someone else's waste started forming bags, strongly connected to her roots in the forests of the North and inspiration from the folkloristic functionalism of her home region in Kainuu.
Lovia Ideology
The name for Lovia comes from [Loviatar] and [lovi]. Loviatar is the powerful matriarch witch in Finnish national epic Kalevala. Lovi means a crack between two stones, mythically believed to be the gate between two worlds.
The pine cone logo of Lovia is a crystallisation of the clean modern and bare organic world connected together. Our challenge is to find a balance between the two, as there are always dual forces in the works. Nothing is truly black and white, and only through open and transparent conversation can we achieve change.
From the ideology, roots grew deep and have now formed a wider community. Together with everyone involved in the journey, Lovia today is able to save tons of discarded materials, shaping the controversial industry of fashion and apparel from within. By advocating for greater transparency, we can all be true Revolutionisers.
For us Revolutionisers mean the whole community that is involved with the story of Lovia; from producers to our team, customers, owners, influencers and collaborators. Everyone, who is striving to share and promote the idea of a circular economy. Only through working together and combining efforts can we create sustainable, permanent and positive change.
Lovia team
The ideology has gathered a passionate team, together striving to make this seed grow to an even bigger impact.
And that's not it - you are a part of Lovia just as much as we are. We're so glad to have you here! You are more than welcome to stop by our showroom whenever, we’d love to meet you! We are looking to grow our community, learning and developing together.
Take part in our journey, and see trash becoming treasure!
