Lovia is a brand that is committed to creating a modern circular economy. Instead of ordering new materials, Lovia rescues discarded resources with complete transparency. They believe in a world that knows no waste, only resources that go around in an endless cycle of life.

The brand was born out of a desire to break the vicious cycle of overproduction and overconsumption in the fashion industry. Lovia's products include bags, jewelry, straps & handles, care products, and gift cards. Each item is meticulously crafted using once-discarded materials, allowing these abandoned resources to dictate the design.

The brand draws inspiration from the forests of the North and the folkloristic functionalism of the Kainuu region. The name Lovia itself carries significance, with Lovi representing a crack between two stones, mythically believed to be the gate between two worlds. Lovia's pine cone logo symbolizes the connection between the clean modern world and the bare organic world.

By advocating for greater transparency and bringing together a community of change-makers, Lovia is shaping the fashion and apparel industry from within. Join their journey and witness how they transform trash into treasure