About us

The story of Lovia began from the need to turn around the vicious cycle of producing and consuming fashion. The ideology has gathered together a passionate team striving to make a big impact.

About us

The story of Lovia began from the need to turn around the vicious cycle of producing and consuming fashion. The ideology has gathered together a passionate team striving to make a big impact.

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. While new stuff was constantly produced in a way that nobody (even herself) really knew much about, people had started respecting products less and tossing them faster away.
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 north and inspiration in the folkloristic functionalism.
The inspiration for Lovia comes from [Loviatar] and [lovi]. Loviatar is the powerful matriarch witch in Finnish mythology Kalevala, with the power to reform and control climate. With her controversy between good and bad she reminds that we all have super powers, when willing to constantly develop and create a better world around us. Lovi means a crack between two stones, mythically believed to be the gate between two worlds. The pine cone logo is a crystallisation of the clean modern and bare organic world connected together. Our challenge is to find a balance between the two.
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When Anna met Outi, she was running a second hand business with the same ideology - helping consumers become more aware and making it easier to find better choices. With a sustainable branding and e-commerce perspective she joined Outi to develop Lovia beyond the limits of fashion business, building a business model that can grow internationally without compromising the ethics and Lovia's mission.
The ideology has gathered a passionate team striving to make this seed to grow to a big 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!
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"The entrepreneurs want to create a whole new way of producing, consuming and respecting fashion."

Helsingin Sanomat

"Näin radikaali läpinäkyvyys voi tuntua rankalta, mutta itse asiassa Lovian tinkimätön asenne on linjassa ekologisuuden ja muodin kestävän kehityksen globaalin megatrendin kanssa."

Kauppalehti

"A vision that led to bags that you wouldn't guess to be recycle-design."

Elle

"Lovia lets you trace every material used in its products, right down to the dust bag."

WGSN

"Suomalaisbrändi Lovia on läpinäkyvän hinnoittelun edelläkävijöitä Suomessa."

Fashion Finland