Uudenmaankatu gradually turns into Helsinki’s official Fashion Street!
Riitta Kokkonen April 1, 2012

Uudenmaankatu in the heart of the city’s buzzing Design District has in recent years attracted several delightful design boutiques. The street is particularly known for its fashionable shops, selling Finnish couture, specialist brands and unique handicrafts that are not available from larger stores.

Source: IVANAhelsinki

The pride and success story of Finnish fashion IvanaHelsinki occupies a prime location along the street. Ivana Helsinki was founded by the Helsinki born designer Paola Suhonen in 1998 and since then its Slavic inspired collections have been exceedingly popular. The brand has grown to be an international independent art, fashion & cinema brand, delicately mending Slavic rough melancholy and pure Scandinavian moods.

The latest collection for the spring/summer 2012 ‘Indian Summer’ delivers flowing frocks and knitwear featuring various tribal-inspired patterns. Fire reds, neon yellows, navy blues and rusted oranges complete the collection’s Native American feel.

Uudenmaankatu 15



Source: Miun

Miun shop introduces collections with a romantic clean edge by designer Ilona Hyötyläinen. Shop sells its own affable Miun design cloth collection, manufactured entirely in Finland in order to support domestic labor. In addition to clothes, shop also sells unique jewellery and ceramic sculptures. For spring/summer 2012 Hyötyläinen has chosen to go with laidback, easygoing separates and dresses. Prints range from graphic black-and-white  prints to delicate flowery ones and simple monochromatic pieces constructed with interesting pleating. Pop in the shop to see for yourself!

Miun shop, 
Uudenmaankatu 14

Source: R/H

R/H, the designer duo Riiheläinen/Hernesniemi, has also found a permanent place of their own for their brand shop on Uudenmaankatu. The label offers feminine cuts and colorful prints in high-quality materials such as silk, bamboo and leather. R/H’s spring/summer 2012 collection  “I will stay by your side now and forever” is all about love and sunny summer days, influenced by love songs and rock ballads, little boys, Russian working class women and disco sailors. The colours embrace deep shades of blue, purple and jungle green faded to calm, nostalgic pastels. In autumn 2011 R/H was awarded as “the Newcomer of the Year 2011” at Elle Style Awards in Finland.

R/H, Uudenmaankatu 14

Source: SOFiNAH. Fashion: Month of Sundays.


The latest newcomer on Uudenmaankatu is SOFiNAH shop, packed with Fine Fashion Stories! The shop features clothes, accessories, bodycare and shoes from brands such as Camilla Mikama, 2OR+ by YAT, Month of Sundays and Camilla Norrback, selling easy & meaningful fashion and handpicked functional & feminine designer clothes. The company is passionate about finding new ethical labels with interesting cuts & materials of highest quality.

 Uudenmaankatu 17

Source: Anna Ruohonen

Anna Ruohonen Concept Store features the designer’s clothing line for women and men. Clothes are made to order out of high quality fabrics and produced in Ruohonen’s studio in Paris. Label’s collections follow the tradition of Finnish design, the forms are architectural, the cuts are considered, simplicity is intentional. Ruohonen’s philosophy is especially reflected in her designs under the title Black Classics which is a permanent collection of timeless pieces. White Label is the seasonal collection, with a wide range of colours and materials. Knitwear also plays an important role in all the collections.

Anna Ruohonen Concept Store
, Uudenmaankatu 4-6 G, 2. courtyard


Source: Limbo

Limbo, located in the corner of Uudenmaankatu and Annankatu, is one of the pioneering establishments of Helsinki street couture. Limbo’s collections consist of women’s wear and accessories with fresh and surprising ideas combined with quality manufacturing. Limbo has enjoyed a fashion spotlight throughout its 15 years of existence and the shop’s two floors stock unique clothes and accessories by 20 independent Finnish designers.

Limbo Boutique,
 Annankatu 13


Source: NopsaTravels

Marimekko has also opened a new store in the heart of Helsinki´s Design District. ‘Mari Kiosk’ stocks a unique range of experimental novelties and is the perfect spot to stock up on fun travel supplies and all things irresistible. Don’t forget to have a look at the WDC Helsinki 2012 themed collection with cool Helsinki prints!

Mari kiosk, Uudenmaankatu 13



Source: Design Forum Finland. Fashion: KaksiTvå


Lastly, Finnish fashion also takes over the Design Forum Finland for the spring! From the end of March until the end of May, Design Forum Shop will feature several shop-in-shop fashion labels: Jenni Alava, Antti Asplund, Gilles&Dada, Kaksitvå, Poola Kataryna, Meshku, Mirkka Metsola, Month of Sundays, Kirsi Nisonen, No Philosophy, Anna Ruohonen, Hanna Sarén and Tyra Therman! So be sure to pop by on Erottajankatu when you have a chance!

Design Forum Finland, Erottajankatu 7