This week we are celebrating Fashion Revolution Week. This is a global campaign that calls for responsibility from the clothing industry, transparency in production, and choices aimed at sustainable development. Today, Emmy is featuring the Finnish brand Papu, known for its quality, unique designs, and the practicality of its products. You can access Emmy’s Papu selection through this link.
Papu is a seasoned ethical pioneer in the production of responsible fashion. The growth story began back in 2012, when Anna Kurkela, a mother of two, noticed a lack of ethically produced children's clothing. This ethical ideology was the starting point for the story of Papu Design. We asked Papu how they have succeeded as a responsible and ecological company. The respondent is Anna Kurkela, Papu’s head designer and founder.
Where are Papu’s clothes designed and manufactured?
Papu’s clothes are designed in Finland (in Tampere and Jyväskylä) by our own design team and manufactured in Europe. Most of the production facilities are located in Portugal, with the second largest share in the Baltic countries. We have selected factories with strong responsibility practices as our production facilities and strive to build long-term partnerships with them. We visit the factories regularly and have created a Code of Conduct—an ethical guideline—for the factories, which they are committed to following.
What kind of quality requirements do you have for your products?
Product quality is extremely important to us and we believe it is a significant part of responsibility. A large portion of our products are made from organic cotton, and our aim is for the knit quality to be durable and comfortable to wear. We hope our clothes last as long as possible for our customers and that they are passed on from one customer to another after use. It is even possible to write up to three different owners’ names on the care label of our products.
In what ways are Papu’s clothes ecological and safe?
All our products are made in accordance with the European REACH regulation and Oekotex 1 standard. All the organic cotton yarn we use is GOTS certified. Especially in children's clothing, product safety is a particularly important consideration, and we strictly follow the safety standards defined for children's clothing in our design. In addition, we are constantly researching and seeking new ecological materials.
You can read more about the ecological and responsible aspects of our products in the annually updated Sustainability Peak.
What do you think is the key for a consumer to choose products from a responsible domestic company?
First and foremost, the products must inspire and interest the customer; the design and quality of the products are the number one thing, and the responsibility and domestic origin of the products are added value for the customer. Products from domestic companies are often a bit more expensive compared to the offerings of fast fashion chains, so the brand must be strong and the products must meet the customer’s needs, both in appearance and practicality. Fortunately, nowadays customers are increasingly interested in the origin and quality of products and are also willing to pay more for responsibly made, high-quality, and domestic products.
What new innovations do you have this year to improve responsibility and environmental friendliness?
This year, for example, we have significantly increased the use of lyocell fiber in our collections. Lyocell is a cellulose-based fiber similar to viscose, but its production process is more environmentally friendly, as lyocell production requires less energy and fewer harmful chemicals. Compared to cotton, one advantage of lyocell is that its production requires significantly less water. Lyocell is a pleasant and durable material that stays fresh longer in use than cotton—lyocell products therefore do not need to be washed as often as cotton products, which also reduces water consumption for the customer.
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Papu’s SS20 collection is full of lovely patterns and colors!
This classic Papu Kanto dress with tags still attached was also found second-hand at Emmy.