Sustainability Efforts Expanding Across the Brand, from Materials to Production

During the presentation, Marimekko explained its ongoing sustainability strategy.
In terms of materials, the brand is shifting toward lower impact options such as organic, recycled and regenerative materials. It was also explained that when introducing new materials, traceability. The ability to track the background, origin of production and the social sustainability origin of production is an important consideration.

What stood out was how frequently quality and durability were also emphasized. In order to create products that can be used for a long time, it is essential not only to use environmentally responsible materials, but also to maintain the quality of the product itself. Balancing material choices with product longevity was presented as an important theme.

On the production side, Marimekko is also working to improve transparency across its supply chain and reduce greenhouse gas emissions. Listening to the presentation, it became clear that the brand’s sustainability strategy goes beyond materials alone and instead addresses the entire lifecycle of a product, from how it is made to how it is ultimately used.

Designing Products with Circularity in Mind from the Beginning

One of the most interesting aspects of the presentation was Marimekko’s approach to the circular economy.

The brand is also developing initiatives that transform waste generated during production into recycled fibers that can be used in new products. Marimekko is also continuously monitoring and improving areas such as water consumption, CO₂ emissions, and resource use.

In recent years, many brands have begun adopting recycled materials, but what felt distinctive about Marimekko’s approach was its emphasis on circularity from the product design stage itself. Material selection, improvements in production processes, and the use of recycled materials all appeared to be connected through a broader philosophy of circular manufacturing.

Timeless Design as a Means of Reducing Environmental Impact

An essential aspect of Marimekko’s sustainability approach is its design philosophy.

Throughout the presentation, the idea of creating products “made to last” was repeatedly emphasized. One of the brand’s defining characteristics is that prints originally created decades ago still appear in collections today and continue to be loved by many people.

Within the fashion industry, where trends shift rapidly, creating products designed for long-term use can also contribute to reducing environmental impact. The sustainability strategy presented here was not only connected to materials and production, but also to one of Marimekko’s greatest strengths: timeless design.

Rebekka Bay on Marimekko Today

Rebekka Bay, Creative Director of Marimekko

Following the presentation, I spoke with Rebekka Bay, Creative Director of Marimekko, about the brand’s role within Finland’s fashion scene, its design philosophy, and the possibilities of print design in today’s world.

— This year’s Fashion in Helsinki featured many young designers. As one of Finland’s leading design brands, how do you see Marimekko sharing the same stage with this new generation of talent?

Rebekka: It is a great joy to see emerging Finnish designers gaining international recognition for their talent. I think designers today have a clear vision and a strong sense of integrity. In many ways, that was also what Marimekko represented when our founder Armi Ratia introduced a new way of thinking about fashion and lifestyle in 1951.

— Has the role of the brand changed since its founding?

Rebekka: As one of Finland’s leading fashion companies, I believe our role remains the same: to continue presenting our customers with new and surprising ideas.

— That makes us look forward to seeing what kind of ideas Marimekko will introduce next.

Rebekka: We are very excited about our new capsule collection with Rolf Ekroth, one of Finland’s most representative next-generation designers. The collection consists of seven styles that bring together contemporary streetwear, Nordic functionality, and Marimekko’s printmaking. It is scheduled to launch in September.

— In recent years, Marimekko has also been modernizing its silhouettes and collections. What do you value most when creating something new while preserving the brand’s identity?

Rebekka: Marimekko’s design philosophy has always been rooted in creating timeless design that brings joy to everyday life. At the core of our design are functionality, democracy, and clothes made to be worn and lived in—clothes you can move, dance, and relax in.

We want to create clothing that empowers our customers to be themselves. Through prints and colors, we hope to bring small sparks of joy into everyday life.

— Marimekko is strongly associated with print design. In an age where social media and digital platforms have become dominant, how do you think the role of print design will evolve?

Rebekka: Marimekko prints first begin as one-of-a-kind works of art. They are then digitized by our highly skilled artwork studio and eventually transformed into printing screens. The prints are then produced at our own textile printing factory in Helsinki.

For me, a print in digital form is one manifestation. Seeing a print on a screen and physically feeling the texture of freshly printed fabric are completely different experiences. The essence of print design as an output has not changed. At the same time, digital platforms have further democratized print design and continue to expand the places where it can be expressed.

— As someone leading a global brand, how do you define “Finnishness” in design today?

Rebekka: For me, Finnishness is about “happy contradictions.” Finland is a country full of contrasts, from cold, dark winters to bright summers when the sun barely sets. In design, Finnishness appears through functionalism, democratic design values, and the combination of the organic and the architectural.

— Fashion in Helsinki introduced many young creators. What message would you give to those hoping to build a career in the fashion industry?

Rebekka: If I could give just one piece of advice, it would be to trust your intuition. You are the one who knows best what feels right to you, what you can be proud of, and what you want to bring into the world.

And gain experience. Learn from people you admire, read books, listen to others, and see as much as you can.

Timeless Design That Brings Joy to Everyday Life

What stood out through both Marimekko’s presentation and my conversation with Rebekka Bay was the idea that what supports longevity is not only technology or materials but also design with enduring reasons to be loved.

The use of organic and recycled materials, circular initiatives, and increased supply chain transparency are all part of the brand’s sustainability efforts. Behind these initiatives lies Marimekko’s philosophy of creating “timeless design that brings joy to everyday life.” The fact that prints created decades ago continue to exist in people’s lives today seemed to symbolize that philosophy.

Rebekka Bay also spoke about the importance of allowing people to express themselves through clothing and design. Balancing environmental and social responsibility with designs that bring joy to everyday life may ultimately be what gives Marimekko its enduring strength.

Marimekko
Website：https://www.marimekko.com
Instagram：@marimekkojapan