From our home here in Helsinki, Finland we set out to discover the other side of the Moomins. To go deeper into the World Tove Jansson created and the characters that she first brought to life.
We were inspired by the original stories and characters – which capture the imagination of adults as well as children – because they are much deeper and more thought provoking than most. We wanted to capture the true heart and values of the Moomins in our products. Deep, respectful, tolerant, caring, relatable but very unique characters. Tove Janssons graphic illustrations using black and white contrast to show mood. The darkness and the light, the joy and the fear, the comfort and the unknown.
These elements are present in the products we have created. Strong but stylish. Playful but not childish. Bold, graphic and timeless. Street style with a sense of freedom and adventure.