The founder of Helsinki-based Nokonen is educated in artisanship and setting up her own conscious ethical brand has been her dream since she started studying sewing. Creating a brand that corresponded to her values was no easy feat but after extensive research and familiarising herself with her options, she started running Nokonen as a one woman show. Nokonen was born out of that desire to have an outlet for her imagination and create clothing with purpose and responsibility.
The name Nokonen comes from her name, Aino Kovalainen, by piecing together the syllables. It’s only a fortunate coincidence that the word is so close to the Finnish word for nettle (Nokkonen), with nettle being a cornerstone of what the brand stands for. Aino found the fabric after looking up modern alternatives to cotton. She feels it’s of utter importance to spread the word about more sustainable practices. Aino wants to keep creating versatile clothes with a seasonless model, where nothing ends up in the trash. Even her offcuts are turned into scrunchies and caps.