Sauna has been one of the biggest wellness trends of the year, and the Finnish steam room has become familiar around the world. Finns usually bathe naked, but what do you wear on the way from the sauna to an icy lake? And what about when you’re cooling off afterwards? This uniquely Finnish problem was solved by a Finnish forest industry company Metsä Group – while also helping tackle a far bigger challenge.
The fashion industry generates 10% of global carbon emissions*, more than international flights and shipping combined. As the industry seeks sustainable materials, Metsä Group, a pioneer in regenerative Finnish forestry, developed a new, groundbreaking fiber: Kuura.
Kuura is a wood-based textile fiber produced from softwood pulp sourced from Finnish forests––the raw material is grown under harsh Nordic conditions by local families. Kuura offers a renewable, recyclable, and biodegradable alternative to cellulose and synthetic fibres like cotton and polyester, with a smaller environmental footprint** and fossil-free production.
But here’s the tricky part. No matter how good the fiber is, if the fashion industry doesn’t vibe it, the world will never hear about it. It took a full dose of Nordic oddity and the award-winning agency TBWA\Helsinki to transform a fiber into sauna-hot fashion and social media phenomenon.
Nordic Innovation Meets High Fashion
Metsä Group created the world’s first high fashion sauna collection with Finnish Project Runway star Krista Virtanen. The collection includes five unisex and one size garments: a skirt, trousers, a jacket, a bag and a sauna hat.
The clothes reflect shapes in nature: their stitching resembles the topographical map of the very same Finnish forest where the fibre itself originates, and the fringes along the edges bear a likeness to beard lichen. “Each piece is designed with versatility in mind. The sauna bag doubles as a seat, the skirt can be a towel, and the jacket works as a bathrobe,” says Virtanen.
The idea of Kuura saunawear originated at TBWA\Helsinki and was developed with practical, down-to-earth thinking that defines Finnish sauna culture. “The project started with a tiny idea, but grew into something bigger. Once we saw Kuura come to life in the first prototypes, it became clear that the material deserved a full collection of its own,” says Joni Furstenborg, Creative Director at TBWA\Helsinki.
By turning Kuura fiber into fashion, Metsä Group aimed to show that wood-based materials can offer a real alternative to conventional fibers.
“It’s clear that the textile sector is facing a major change due to its climate impact. Kuura alone can’t solve all the problems in the textile industry, but it can be part of the solution,” adds Anna-Kaisa Huttunen, Director at Kuura Business Development.
“This collection shows that fashion doesn’t have to be synonymous with unecological practice. Change for the better is possible,” says Krista Virtanen.
Heating Up Global Conversations
The campaign used earned media channels, reaching the textile industry audience through PR and young Finns via social media. A designer-focused documentary series Behind the Seams was created for social media, and renowned fashion influencers like Sami Sykkö and Miisa Grekov hyped the collection.
The PR campaign reached 200 M pairs of eyes. The collection was showcased at the Osaka World Expo in Japan and at The United Nations’ Food and Agriculture Organization’s event in Rome, receiving endorsements up to the ministerial level.
“You can use wood for so many purposes”, says Sari Essayah, Minister of Agriculture and Forestry of Finland. “You can use it even for the textiles. But most importantly, you can tackle climate change with those new materials.”
The discussion continues on social media, and Metsä Group plans a large textile fiber factory in northern Finland.
The Finnish forest is now officially in fashion.
