Papu Design now looks like this! The Finnish brand known for its sustainable women’s clothing and accessories is refreshing its logo — and gradually its collections — starting with a sneak peek from the new Spring/Summer 2025 collection, titled New Bloom.
Papu’s new logo is light, yet powerfully expressive of the brand. It subtly follows the lines of the previous logo while conveying a minimalist and timeless elegance through its design. The logo reinforces the image of quality that has been part of Papu’s DNA since its founding.
“We hope the logo will come to symbolize a strong community of women who share a passion for sustainable, creative, and empowering clothing,” says Papu Design founder and Creative Director Anna Kurkela.
Papu products will continue to be lovingly designed in Finland and carefully produced in Europe. Along with the logo refresh, the company will gradually update its product range. Expect colorful prints, new styles, and sustainable materials. The collections will continue to reflect the heart of Papu: individuality, sustainability, comfort, and above all — joy. At the same time, beloved long-time favorites will remain, cherished by many of you for years.
“Papu products are designed for modern, conscious women who use them to express their individuality. We believe that the more women let their personalities shine through, the more good they bring into the world — and the more they inspire others by being themselves. We want to bring playfulness where it usually isn’t allowed and make dressing more free and liberating,” Anna explains Papu’s design philosophy.
Anna Kurkela, Founder and Creative Director of Papu Design. Photo: Mikko Ovaska
The renewed Papu is also reflected in the new SS25 collection, which will be launched in drops starting today. The collection's name, New Bloom, symbolizes the beginning of a new era. The first drop highlights yellow as the main color — chosen for its boldness and strength.
“The yellow pieces launching first in the collection carry a promise of the first rays of spring sunshine and brighter days ahead. Lush floral prints and radiant tones set the mood for spring. Later in the season, we’ll introduce airy materials such as beautifully draping viscose crepe and a light EcoVero-viscose blend, offering a perfect balance of comfort and striking appearance,” says Anna.
The company has listened closely to customer feedback and developed its operations accordingly. Last summer, phone interviews were conducted to better understand customers' wishes and needs, leading to valuable insights and ideas. Customers requested vibrant colors and new materials — which have now been incorporated into the renewed collection.
Satu Takkinen, CEO of Papu Design. Photo: Creator Akatemia
“By adding new product types and materials to our collection, along with inspiring prints and colors, we aim to offer even more diverse choices for our customers. Our goal is for more and more people to see Papu as their own and to be inspired by our timeless design. Our vision is to be an inspiring pioneer of sustainable fashion, known for our artistically refined prints and high-quality, engaging design,” says CEO Satu Takkinen.
Explore the spring arrivals >>
For more information and interview requests, please contact:
Satu Takkinen
CEO, Papu Design Oy
satu@papudesign.com
+358 40 522 6032
Anna Kurkela
Founder, Creative Director, Papu Design Oy
anna@papudesign.com
+358 50 534 1110
Papu pieces are designed for powerful creative expressions of yourself. We celebrate modern femininity, designing ways for every woman to articulate her unique story, strength and presence. The purer you let your personality show, the more you radiate, and the more diverse and inspiring the world becomes around you. It all starts with you. Let your caring, creativity and confidence show. Stay bold, cherish play, and leave a mark on the world. Papu.
Express yourself.
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