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.
Papu has always been more than a clothing brand. It has been a community, a way of thinking and a way of bringing joy, courage and meaningful choices into everyday life. That's why this moment feels so special. Papu came back – and you were right there with us from the very first moment.
Papu's heart is beating again
Papu's founding couple, Anna and Jussi Kurkela, are once again helping to build Papu's next chapter. They know Papu's core, its story and its values – and above all, why Papu was created in the first place: to make clothes that feel good to wear and that you can feel good about, too.
Anna and Jussi are bringing back that same original Papu energy, which shows in the design, the details and the whole world of the brand.
A new team with strong expertise
Also helping to build this new chapter are the founders of Studio A.P.D., Annmari Pietiläinen and Pauliina Westman. With them on board, Papu gains a huge amount of expertise in design, collection development and making long-lasting clothes.
Papu's CEO is Tuomo Saarni, whose job is to make sure Papu's fresh start is built on a sustainable foundation – in terms of customer experience and the business as well as marketing and sales.
The goal is to make Papu a brand that feels just as inspiring as before, but works even more smoothly in everyday life: the online store, deliveries, customer service and the whole package.
The first day exceeded our expectations
The online store's opening day went brilliantly. We got lots of press coverage, and it felt like Papu's return was noticed far and wide.
But what warmed our hearts most of all was the way you – Papu's friends – welcomed us on social media. You shared the news, commented, sent messages, got excited and came back to shop. It was one of those moments when we genuinely felt that Papu isn't just a brand, but a beloved part of everyday life. And we are deeply grateful for that.
Bringing back the joy
Papu's new chapter isn't just a “continuation” – it's also a chance to do things even better.
We want to bring back what so many of you have missed:
✨ colour
✨ joy
✨ courage
✨ Papu's unmistakable world
Papu was born from the idea that clothing can be responsible, high-quality and joyful all at the same time. We still believe in that – and more than ever.
Thank you!
This fresh start wouldn't be possible without you. It's easy for us to say that Papu is back, but in reality, you are the reason it's possible.
Thank you for waiting so patiently.
Thank you for coming back.
Thank you for reminding us why Papu exists.
A new chapter begins here, and we're thrilled to be writing it together with you.
💛
The Papu team
