Jouten

Jouten is a circularity-driven design studio and a lifestyle brand focused on upcycling premium hotel towels and bed linen into gender-neutral clothing, accessories, and home items. As the Finnish word and our name suggest, Jouten and its products are created to celebrate the "unoccupied" state of mind. The word Jouten is an old Finnish adverb with a two-dimensional meaning: for someone to be at ease and for something to be idle, both of which are at the core of our design experiments and philosophy. On the one hand, being Jouten is an untroubled, relaxed, and pure state of mind, and our projects are conceptualized first and foremost with this in mind. On the other, we’re specialized in looking for potential and beauty in idleness and in materials that already exist, but have fallen out of use for one reason or another. Sparked by the idea of creativity emerging from admitted idleness, Jouten is focused on appreciating endless novelty in everyday ordinariness. The outcome is defined by our team’s fascination with upcycling conventional and ostensibly boring materials for intriguing repurposed use.