ABOUT
Särö Studio is an intuitive, small scale fashion brand from Finland, created by 20-year-old Milja Laasonen. Särö encourages open and vulnerable self expression by tapping into your inner youth and playfulness. All items are made to order and produced with love by a small female friend group.
Why Särö?
The spirit of Särö Studio has been heavily impacted by the owner's family in Lapland. Milja fully credits her creative ethos and artistic endeavours to the late relative and painter Reidar Särestöniemi.
As a majority of Finnish words, the word Särö has multiple meanings
crack, infraction, distortion
- all of which capture the core energy of Särö Studio. Although known for soft colour palettes and delicate silhouettes, we always aim for our clothes to show the texture and unique details of a handmade garment. They're like a sweet message, in form of a distortion, from us.
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Visiting Reidar's home Särestö in December 2022
Sustainability
As a small fashion brand, our take on sustainability is very practical/largely based on operating methods. Sourcing or manufacturing innovative fabrics for example is very challenging for a business of our scale. We do our best by using recycled or deadstock materials whenever possible. Almost all of our items are made to order to avoid wasting materials and producing surplus.
We prioritize sustainable ways of production over speed and all stages of production can be traced since we sew everything in-house.
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Reidar's oils in the atelier
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Reidar said in the foreword to the Tokyo exhibition catalog in 1980: "It's really time to wake up and let the great nature live without doing violence to it." The artist wanted to protect nature and the places he considered important, because they were part of his living environment and his identity, but he also considered nature valuable in itself. Non-humans also had the right to live and flourish in their own world, in their own habitat.