Profile: Samu-Jussi Koski
Our founder Kristina never settled for unhealthy skin - instead she took things in her own hands and started making her own products to improve her skin. In our series of Profiles we talk to inspiring people who also chose not to settle; instead, they followed their dreams and passions full on. This time round we talked to designer Samu-Jussi Koski, the founder of Finnish fashion house Samuji, who decided to challenge his own industry and instead of fast moving trends, focus on sustainable, ethical and timeless fashion.
WHAT DROVE YOU TO START SAMUJI 10 YEARS AGO?
To be honest, I was a little tired of how the fashion industry operated, how unethical and unecological it was (and obviously still is) and I felt that I wanted to either quit working in the industry or try change it as much as I could through starting my own company. That’s how Samuji got started.
WHAT DO YOU MOST ENJOY ABOUT BEING AN ENTREPRENEUR?
I know this is a cliché but as an entrepreneur, every day is different from the previous. It suits me as I get bored very easily. I like that I can sort of invent my own routines and job description, varying from, for example, video directing to photography.
WHAT VALUES DEFINE AND INFLUENCE YOU IN YOUR WORK?
We as a fashion company need to be sure that what we do is not against nature or humanity in any way. For me this is one of our main responsibilities and values.
THE CONCEPT OF NOT SETTLING ON THINGS THAT MEAN THE WORLD TO US IS INTEGRAL TO LAPONIE. NAME ONE THING YOU NEVER COMPROMISE ON IN YOUR OWN PROFESSIONAL LIFE?
When it comes to the quality of our product, brand and the total concept of Samuji, we try to maintain a sense of high quality and thought.
WHAT DO YOU STILL WANT TO ACHIEVE?
Samuji Hotel and Tea room for example.