OUR ROOTS

We believe there's a way to live modern life in harmony with nature. It all starts with respect.

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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THIS IS US

Lovia was born when Outi wanted to set new rules for her job as fashion designer, to create positive change. After having an ideological crisis and rethinking each step, the only way that felt right was to let wasted materials speak, design for purpose, get to know the producers and share their voice with everyone.
Anna saw that this could also revolutionise the way of consuming, and joined her to build a community beyond the old limits fashion industry. To find the lost respect, we're challenging the status quo between brand, producers and consumers with full transparency.

Are you one of us?

Things we want to re-think

#1 RESOURCES

#2 VALUE CHAIN

#3 TRANSPARENCY

#4 DESIGN

#1 RESOURCES

FROM TRASH TO TREASURE

In our eyes there is no trash. Just valuable resources that need more respect. That's why we decided to turn the design process upside down and let wasted materials dictate what we do. When we find abandoned resources, we step in and strive to give it a new life. It's time to end the era of taking more than the nature has to give. Instead, we can start giving a new life to something we already have.

#2 VALUE CHAIN

EXTENDED FAMILY

This is our family album. One of the biggest barriers for sustainability is the complex value chain where it's impossible to know who is involved. We decided to skip all the companies that hinder us from seeing the makers and you. The direct value chain makes it possible for people to get their voice heard. Buying from us effects everyone who's involved, and you deserve to know who that is. Welcome to the extended family!

#3 TRANSPARENCY

BRUTAL HONESTY

Yes, we come from Finland. The land of harsh wilderness and brutally honest people. That's why full transparency is our core value. We're never going to learn to sell stuff we don't believe in anyway, so we decided to tell you everything and let you choose what you think.
Learn the stories of the materials and makers of your treasure and see what we paid for each step. Each item has a soul, encoded in its DNA.

#4 DESIGN

PURPOSE

Our design has its roots in Kainuu, Northeast Finland. The area in the middle of wilderness is famous for its ascetic, barren minimalism and functional architecture. Our goal is to design purposeful items from waste materials that manage to be timely and timeless at the same time. You can see the folkloristic functionalism and inspiration from the forest - each seam serves a purpose.

Lovia love letter for revolutionisers

Plant a tree by joining the community