Jatuli was formed in 2010 by designer Nina Jatuli.
The idea of an own fashion label had been brewing in my mind for quite some time, but it was made concrete after my graduate collection from Aalto university in Helsinki.
I design products from casual looks to evening wear, which was my original passion in fashion. When I was still a student, I became a freelance designer to a legendary Finnish jersey company Nanso and my interest with patterns and casual wear grew. All the sudden I started seeing people using my designs everywhere, at work, on free time and in bars.
It was fascinating to be a part of peoples lives in a larger scale and this enthusiasm to create long lasting pieces that are used and cherished. I still get the giggles when I see people walking around in my designs and I hope that joy never fades.