The Mori Collective: From the woods to the streets

by Romina Pirani on July 25, 2019

In a reflective combination of life and nature, The Mori Collective forces us to see the bigger picture. As upholders of the slow-fashion movement, the aim of Tytti Alapieti & Jenni Koli in creating this brand is to create stylish and ethically produced streetwear and fashion. We asked the founders of Mori Collective some questions to learn more about their story. 


Tytti and Jenni’s story started in 2015 in Helsinki, Finland, where they connected through their love for snowboarding. This also revealed for them their mutual passion for creating sustainable solutions in the fashion industry. Mori Collective then became the extension of this purpose and opened an opportunity for the founders to make a difference. 

“The name Mori Collective captures the core values of the company as the word Mori has two essential translations. In Japanese, Mori means forest, and in Latin, it refers to mortality. The name emphasizes the importance of protecting nature, and at the same time, it reminds of our limited time to realize dreams.” 


 Tytti and Jenni are no strangers to the rising slow-fashion movement, and these values are felt in every inch of ethically produced fabric. Their deep respect for nature serves as their main source of inspiration in creating their designs. 

“We design according to slow fashion values: timeless and stylish pieces, material-based design, and responsible close-by production. Nature, geometry, symbolism, as well as high-quality materials, inspire our collections. All the pieces are designed with love and considered through circular design. We wish that our customers would also love and take good care of well-thought purchases and finally recycle them”



Mori Collective seeks to advocate for slow-fashion by creating consistent, timeless designs in ethically sourced and produced ways. Their collection transcends the seasonal nature of fast-fashion, which poses a huge challenge for sustainable designers:   

“Fast fashion has twisted our relationship with clothing. Huge amounts of cheap and low-quality clothing are produced every year and end up in landfills. It is not sustainable, and the industry is reacting this very slowly, and fast fashion companies are making some improvements, but in the big picture, it will take a long time, unfortunately. On our part, we want to tell customers about the drawbacks of fast fashion and think of ways to make better, more sustainable clothing.”



A lack of transparency is one of the main culprits when it comes to shifting the fast-fashion industry, and this is the founders’ main priority in creating a brand with crystal clear honesty in mind.   

“Lack of transparency is a huge challenge in long global supply chains. Who made our clothes and have the process harmed the environment? We want our supply chain to be as transparent as possible, which is a challenge for a small company, but we are working hard for it and improving all our processes continuously.” 



Every sustainable designer has a unique take on what role sustainability plays in their brand. For the founders, taking care of the planet and people who work with them is an essential part of Mori Collective.

“Our goal is to use high-quality materials and make designs that last with values that are based on taking care of the environment, and the people involved. Our aim is to consider the whole product life-cycle when selecting materials and select organic, and re-usable or recycled materials. Sustainability is our mission and it is a long journey that requires continuous improvements and learning.”


Mori Collective isn’t interested in competing with the masses; instead, they want to give their customers sustainable clothing options that don’t sacrifice the individuality or ethics of the wearer. They’re currently anticipating a new print design collaboration that will be Digi printed on organic cotton for their next collection. 

So, how can you be apart of the fun? Mori Collective currently resides in Helsinki, Finland, but they will be attending the P A U S E Conscious Pop-Up during London Fashion Week this September. We invite everyone to join us at the Freemasons’ Hall to meet Tytti and Jenni and other sustainable designers.



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