The Finnish people are earnest, gentle, and a little shy, coexisting with the vast and sometimes harsh natural environment. We encountered Myssyfarmi, a heartwarming knitwear brand that seems to epitomize this national character, in a small village far from the hustle and bustle of the city.




We visited Pautua, a village in southwestern Finland, about a two-hour drive from central Helsinki. Missy Farmi, a knitwear and food brand run by husband and wife team Rauhansuu, has its office here. All of their products are made using organic materials grown locally.



Janne, formerly a professional windsurfer who traveled the world, revived his grandmother's wool-making business in their hometown of Poytja, and together with his wife Anna, founded a brand with global expansion in mind.

"Like my husband, I was born and raised in this village, but moved to Helsinki when I started university. After graduating, I worked in the advertising industry for around 15 years before returning home when my eldest daughter was born. I then fully launched Myuche Farmi. I have an office in my home, and nearby I have a farm where I grow organic peas, which are used to make the bean flour and cooking oil sold under the brand. As Helsinki is the base of my business in Finland, I now commute between the city and the countryside several times a month. Sometimes I take my daughter, who is now two and a half months old, with me."


The wool used for the knitting comes from five sheep raised on our own farm, as well as sheep from a nearby partner sheep farm. The wool from healthy sheep is shorn and hand-dyed with natural dyes. The natural, deep texture of the yarn is surprisingly soft to the touch! The high-quality organic feed and vast land provide the perfect environment for the sheep.



One of Musi Farmi's defining features is its knitting method. Each hat is hand-knitted, one by one, by grandmothers living in the village. Aside from monthly meetings, each grandmother works at their own pace, whenever and wherever they like. Salli, who has been working with the brand for four years, says, "At my age, having something to do every day is important. I can even afford to buy presents for my grandchildren, and I really enjoy it." "I probably started knitting when I was about 7 or 8 years old. We had a spinning machine at home. I think I learned how to knit naturally by watching my mother. It's a very familiar activity for our generation," says Soili, one of the brand's longtime supporters.



"We currently have eight elderly women helping us out. We allocate work so that everyone can work comfortably without overworking themselves. We sometimes make mistakes, but these can also become inspiration for new designs. We believe that the products we create, created using organic, pure materials and the skilled knitting techniques of the elderly women, are something that only we, based in this area, can produce." Anna says she hopes to one day knit with 100 grandmothers and become a bridge connecting her village with the world.



Musiu Farmi not only produces knitwear, but also cooking flour and rapeseed oil made from peas grown on their own farm. Janne, who runs the farm, says, "Finland is covered in snow and ice for half the year, so it's certainly a tough environment for growing crops. But thanks to that, the soil stays clean. Organic culture hasn't taken hold in Finland like it has in Europe, but I'd be happy if this could be one way to get people to think about food safety and the environment." The food products are currently sold in organic food stores around the country, mainly in Helsinki.

The knitwear products are scheduled to be released in Japan in the future. From a small village surrounded by forest to the world. Musi Farmi exudes sustainability in every aspect, and despite its simple appearance, it could be said to be a truly cutting-edge product brand.

>>See [Series] Fashion in Finland