The Story and Spirit of Keltainen Design

It’s wonderful that you’ve found your way into the colorful and joyful world of Keltainen Design – a warm welcome!

My name is Saara Teerijoki-Joensuu and I’m from Muhos, Finland. I hold a Master of Arts degree in textile design, and my creative background is further enriched by studies in Sámi handicrafts completed in the northernmost Lapland, in Inari.

The Keltainen Design brand and its first products were born in Muhos in autumn 2020. Earlier, at the end of 2018, I founded Kangaskauppa Keltainen, a fabric shop that operated until May 2024. From the very beginning, my goal with the fabric shop was to design my own brand and product.

The idea for bathrobes started with a wonderfully textured and beautifully structured waffle fabric that I had ordered for the shop. The moment I saw the fabric, I immediately pictured a bathrobe with a hood – a robe that anyone could wear. Adults and children, women and men, teenagers and the youngest members of the family.

I designed and drafted the bathrobe pattern myself, and during the 2020 Christmas season the first colorful and delightfully textured bathrobes were available for sale.

Every Keltainen Design product tells a story of joy, light, and love for the present moment. Before founding Kangaskauppa Keltainen, I was seriously ill. I had reached a point where I wished my life would end. Then, like a lifeline, I remembered a dream I had during my studies: one day I would start my own company. That dream kept me going and slowly helped me recover.

Since the very beginning, I have felt that my company has had a deeper purpose in my life than simply producing products or earning a living. Every Keltainen Design product carries meaning. I see this meaning when I design and create products from materials and colors that bring me joy. I believe that meaning is something you, the buyer and user, can also feel. It is present in the material and in the product – made thoughtfully, with love and craftsmanship.

Keltainen Design stands for color, joy, light, and hope.

Every day I find new inspiration in the beautiful texture of waffle fabric and the softness of ramie fabric. I love colors! I don’t want to limit the palette to just a few shades – the idea of Keltainen Design is to offer colors for every taste. I even enjoy the moment when I change the threads in my sewing machines to different colors! I never have time to get tired of any single color, because you wonderful customers order Keltainen Design products in every possible shade.

After the first product, the bathrobe, the collection has grown to include bath capes, towel products, and throw blankets. Alongside waffle fabric, bathrobes are now also made from ramie – a plant fiber material that closely resembles linen. It is wonderfully lightweight and offers a different feel compared to waffle fabric.

A key principle in production is to use this valuable material as efficiently as possible. Towel products, throw blankets, and adult bath capes are made using a zero-waste principle, meaning no fabric scraps are left behind. Bathrobes and children’s bath capes are designed so that almost the entire fabric piece can be utilized across different clothing sizes.

I also strive to use materials and components that are produced locally or sourced from nearby suppliers. The vegan leather label is manufactured in Finland by Tuotenauha Oy. Ribbons, threads, and size labels are ordered from Finnish and European suppliers. The shipping bags are made from recycled plastic and can be recycled again after use. These shipping bags are also manufactured in Finland.

Local production and accessibility are important values. You can see them in the colorful and textured character of Keltainen Design products. They are also represented by the Key Flag Symbol, which indicates that the product is made in Finland. Every product is made in Muhos, Finland.

When you purchase a Keltainen Design product, you can easily reach the person who made it – by phone or email – to share your feedback, whether positive or critical.

The story of Keltainen Design continues every single day.

Thank you for being here and for taking a moment to pause and read the story of Keltainen Design.