Interview with Yalo, part I

Ah, finally I managed to edit the interview I made with Minna Aalto from the wonderful Yalo. Here’s the first part, more to follow later. Enjoy!

You have a fabulous webstore with great brands. Congrats! How do you choose the brands you sell?

Yalo: Thanks, so happy to hear you like Yalo and our selection. Well, it’s simple really. We only choose brands that we see as ethical, ecological and beautiful. We want to give everyone a chance to buy their clothes and accessories from producers who care about the environment and have a social conscience, but we don’t want to make any compromises when it comes to style. So, we only choose brands that have beauty to offer for us.

There are many brands in your selection that I like a lot, but there is one in particular: Alchemist. If I’m not mistaken, you are the only ones selling Alchemist in Finland. How did you make that happen?

Yalo: Oh what a good choice! Alchemist clothes are simple and strong, and the clothes often have a trick to them, either a funky cut or folds or some other surprise. And yes, you’re right, we are the only ones selling the brand in Finland. Well, actually we just approached the brand designed by Caroline Mewe, presented our business idea, negotiated and that’s it. We are very proud to sell it here, as we also fell in love with the brand. The clothes are simply stunning.

You started off as a webstore, but now you share a store space called Nudge in downtown Helsinki with some other webstores. How does that feel?

Yalo: Yes. Our first storage room was a tiny, tiny room, where we had our laptop and piles of clothes. Nowadays it’s a bit easier, as our joint store Nudge has a bit more space and we can actually display our products on the window. And of course it’s easier for, well, at least Helsinki-based customers, to come and try the clothes on. It is also much fun to have design walks, these organised walk tours for e.g. tourists, to pop in to the store. Meeting all those people would not be possible if we still were in that tiny storage room.

♥ In the meantime: I read from somewhere that this summer in Finland has been the hottest in 23 years. Is that a good or a bad thing?

♠ Song of the day: Madonna, Express yourself

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