PAPU STORIES –

Beneath the surface

There's a lot more going on in the world of Papu than clothes. Here we share thoughts, stories and glimpses behind the scenes. We talk about fashion, responsibility, the future of the Finnish clothing industry and the joys of entrepreneurship – but also about the challenges and difficult decisions.

We're not afraid to ask questions, challenge things or take a stand. We want to tell you openly what's happening at Papu, why we do things the way we do and what we learn along the way.

PAPU STORIES

Virtuaalisovitus

Virtual try-on

I wrote earlier about Papu's goal of reducing returns and, in doing so, shrinking our footprint. That post sparked so much discussion that we received a lot of useful feedback...

Miksi ennakkomyyntejä pidetään

Why we run pre-orders

In this post I'll explain what pre-orders are all about, why we run them and what they mean for the company. At the time of writing, we have pre-orders open....

Tekeekö tekoäly jatkossa vaatteemme?

Will AI make our clothes in the future?

AI has been the talk of the town for a good few years now, and not without reason. The creative industries, which everyone assumed would be the last to be touched by AI, have in fact been among the first to feel its arrival.
Onko Papusta tullut liian kallis?

Has Papu become too expensive?

From a business point of view, the only sensible thing to do is to sell every product at the best possible price. The problem is that when the price goes up, demand goes down, and conversely, when the price goes down, demand usually goes up.
Jälkikirjoitus palautuskeskusteluun

A postscript to the returns discussion

My previous blog post, "Why do women return so many online orders", sparked an unusually lively discussion, and I received emails about it too. It's rare for a newsletter to...

Miksi naiset palauttavat niin paljon verkkokauppatilauksia?

Why do women return so many online orders?

I posted on X that women return four times as many online purchases as men. It sparked some good discussion and got people thinking, so I thought I'd write a slightly longer piece on it, drawing on the conversation that took place on X as well.
Kuoleeko vaatebisnes Suomesta?

Is the clothing business dying out in Finland?


The plight of the Finnish clothing business has been making headlines. Everyone's story seems to follow roughly the same arc: at first everything goes well and orders come flooding in from every direction, but then the engine splutters and things start to slow down. Nobody reacts to the slowdown quickly enough and the problems start piling up. The losses mount, then come the sales, the funding rounds and finally the shutters come down for good. That's what happened to Papu last autumn.
Hittejä, huteja ja siltä väliltä

Hits, misses and everything in between

A lot has happened since Papu's relaunch. It all started back in the autumn, when Jussi, Anna and I began talking about buying the Papu brand and carrying on the...

Papu palasi rytinällä

Papu is back with a bang

Yesterday, something we've been working on since the start of the year finally happened: Papu's online store reopened. And to be honest, we've still got a few butterflies in our stomachs.