we are nove
We want to create a modern circular flow where no waste is created and all resources can be reused.
It's time to do things differently. This is also the idea that gave birth to the Lovia story. Our operations are based on saving discarded materials instead of constantly producing new ones. We do and say everything transparently, whether it's about the manufacturers of our products, the materials used, pricing or the emissions caused by our products. We want to create a modern circular flow where no waste is created, but all resources can be reused.
Lovia's story
The idea for Lovia began when our founder Outi realized that he could no longer continue as a designer unless he found a solution to the problems of the fashion industry: unethical production and excessive consumption. Products were manufactured in such a way that consumers (and for that matter designers) no longer had any knowledge of their origin, let alone any understanding of the real people behind the products.
Outi wanted to start a company whose design and operations were strongly based on an ideology that valued people and the environment. So Outi began the Lovia story by focusing on materials that had already been thrown away. These materials emerged as a significant factor guiding the design.
Piece by piece, materials that others had discarded began to form into bags, whose design inspiration is the forests of Kainuu and the practicality stemming from folk traditions. The perfect product is both current and timeless, serving and delighting its user year after year.
Lovia's ideology
The pine tree is a symbol of life wisdom and the soulfulness of the tree serves as a great source of inspiration in our collection. Lovia's pine cone amulet symbolizes the meeting of the modern world and organic nature, reflecting the will to find a balance between the two. Nothing is black and white, and only through transparent discussion can we achieve change.
The words loviatar and novi have served as inspiration for the name Lovia. Loviatar is a strong matriarch and powerful witch from the Kalevala. Lovi, on the other hand, means a crack between two rocks, which according to mythology serves as a gateway between two worlds. Sages have used this gateway to seek wisdom since ancient times.
These ideas have led to the creation of a strong community, with which Lovia today saves huge amounts of waste material and transforms the fashion industry from the inside out towards a more sustainable direction. When we commit to promoting transparency, we can all be part of building something better. At Lovia, we call each member of our community a Revolutioniser. They include all those who are part of the Lovia story; manufacturers of products and materials, owners, influencers, partners and Lovia’s own team. All those who want to share and promote the idea of a modern circular economy. Only through cooperation can we create sustainable and lasting change in the world.
Meet our team
Lovia's story has gathered behind it a passionate team that wants to make a difference together. All team members have their own areas of expertise and different educational backgrounds, but we are united by a common goal: to make the fashion industry more responsible.
The topics we cover daily at our Fredrikinkatu studio range from climate change to deforestation and from bag color to the number of seams, but equally important to us is our own team, production and material partners, and their well-being. We are the team working behind the scenes of this story, but you are just as much a part of Lovia as we are. It's great to have you here.
Welcome to stop by and say hello to us at our store in Punavuori, Helsinki!
Outi is the founder, creative director and CEO of Lovia.
She is a visionary who is endlessly inspired by northern nature, Finnish folklore, and the dimensions of humanity and interaction. Outi wants to do her part by designing and implementing a new fashion industry. Her heart beats for a community of changemakers who build paths towards a sustainable future. As an expert in circular economy design, she is happy to share the Lovia story and what we have learned over the decade of creating a responsible and transparent design brand.
If you are interested in discussing the topic, exchanging ideas, need an inspiring speaker or have ideas for collaboration, please contact our founder Outi at outi@loviacollection.com
Do you want to join Lovia's story?
We are always interested in good guys who have a passion for making the (fashion) world a more responsible place. We are especially interested in how we can do things better. If you have any ideas and feel like you are the perfect match for us - please get in touch and let's talk! Check out the open positions below or write an open application to hello@loviacollection.com.