2014 JAN–FEB

Samu-Jussi Koski

Samuji fall/winter 2013, (c) Samuji, photo by Johnny Kangasniemi

Samuji pre-fall 2014, (c) Samuji, photo by Niko Mitrunen

Samu-Jussi Koski is the designer and executive director of Samuji, the Helsinki-based fashion design house and creative studio, which focuses on design and consulting based on the idea of sustainable design and lasting quality.

Samuji’s Fall Winter 2013 Collection was inspired by dance marathons, which were one of the many human endurance contests popular in the US in the 1920s and 1930s. Dance marathons are contests where people dance almost non-stop for a specific length of time. Marathons developed later into a popular form of philanthropy contests organized mainly by college students. Fascinated by the phenomenon Samu-Jussi Koski shot a dance marathon video in a barn in the Finnish Countryside. This marked the creative beginning for the collection.

Koski worked as the creative director of Marimekko for several years before starting his own line in 2009. Samuji launched its first womenswear collection in the spring of 2011 and the menswear capsule roughly two years later. While Samuji’s store is located in Helsinki, Samuji has selected retailers in America, Asia and Europe.