JOLIER Fundamentals

Transformable and sustainable fashion brand

Established in the year 2008 in Helsinki, Jolier is innovative fashion brand, which key concept is transformability – Two in One idea. Every Jolier is either transformable or reversible and has two pieces in one. Transformable pieces changes the forms and reversible the colors of the outfit. With these innovative features the outfit can be changed from office to party and from casual to outstanding in an instant. Sophisticated collections are designed to stand the test of time. The transformability of pieces allows them to last longer without losing their edge.

The Story

“Transformability in clothing has always intrigued me…”

Fashion designer Sveta Planman founded Jolier to offer the market a unique concept by combining transformability and fashion. Planman received a broad view of the fashion industry from design to manufacturing in four schools over Finland and Italy. In 2005, she graduated from the University of Art and Design in Helsinki and launched her first collection soon after. “Transformability in clothing has always intrigued me and I wanted to create something new. It was important respond to the challanges the fashion industry is currently facing: size problems, short time of use and sustainability.” Planman says.

Awarded in Venture Cup 2010 – business competition Jolier is looking to expand in EU. At the moment collections are available in Finland, Holland, Germany, Spain, France, Russia and USA.