Samu-Jussi Koski.
”Bullshit.”
The US reporter looked at me in amazement as I blurted out my reply to his jovial question. At the time, I was working for a large Finnish clothing company, and I was giving an interview to Vice magazine in New York City. I was so exhausted that when the reporter asked me what it was like working in the fashion business in Finland, I didn’t have the energy to muster up a politically correct reply. So I just spit out “Bullshit. Utter bullshit.”
However, there was some truth to my brainfart. I later discussed the topic with a Swedish designer friend, and she totally got where I was coming from. “The Finnish way” was to my friend a combination of jealousy, competition and underhanded tactics. Sweden was a whole different ballgame, she claimed. “Over here even bands praise other Swedish bands in interviews. We’ve understood that it’s important to work together.”
Finnish design has a glorious history, but also a very interesting present state. If you look at it from the outside, it’s evident that there’s a larger worldwide market for Finnish design and culture than ever. The only thing stopping us from taking over is the Finnish parochialism. We don’t support each other or enjoy other people’s success.
Marimekko SS 2010 by Samu-Jussi Koski.
Helsinki has been chosen as the World Design Capital for 2012. How about we make that into a good excuse to change our old ways? What would it feel like for once to let people know who you’re proud of? Which artists, restaurant-owners and entrepreneurs do I feel grateful for? Who and where has made my Design Capital into an inspiring, beautiful and fun place? Here are a few:
- The Sauna Society in Lauttasaari. Vaskiniemi’s smoke saunas are as Finnish as you can get.
- Clothing designer MIIA HALMESMAA. A true find: a designer whose clothes are both simple and original.
- Design do-it-all MARI VATANEN. Mari’s fingerprints are all over any Finnish design that looks good and feels nice.
- Restaurant Kuurna. Ateljé Finne, owned by the same people, is also nice, but I feel more at home at the intimate Kuurna. Anyone interested in conceptualizing modern Finland should check it out.
- Restaurant Pikku-Vallila. My go-to-pub. It smells horrible, but the company keeps you there all night.
- Miss Saana & The Missionaries. Not really underground anymore, but who cares. I happened to catch them live at Club Liberté and rediscovered what it was like to catch a good sweat jumping up and down to an awesome live band.
- Kumpula Botanic Garden. If Pikku-Vallila is my regular pub, this is my botanic haven. The garden was finally opened to the public, and I bought a season pass right away.
So, in the spirit of Helsinki’s World Design Capital year: Thanks, guys! Congrats on a job well done! And good luck and courage to us all. †
Samu-Jussi Koski
The writer is a designer based in Helsinki.
Light snow 
