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Siug Studio: Crafting Sustainable Fashion with Passion and Purpose


In the vibrant world of sustainable fashion, Siug Studio has emerged as a trailblazer, blending style, comfort, and eco-consciousness. Born from a shared frustration with the lack of sustainable options in Estonia, founders Johanna and Marianne transformed a casual conversation at Fotografiska into a flourishing brand that caters to a niche community passionate about authenticity and sustainability. Based in Tallinn, Estonia, Siug Studio is dedicated to ethical sourcing, minimizing waste, and promoting transparency within the fashion industry. With a commitment to high-quality, handcrafted pieces and an inclusive approach, Siug Studio is not just a brand but a movement towards a more sustainable and thoughtful way of dressing.



What is the inspiration behind Siug Studio, how would you explain your

approach to the market (your consumers)?


Our inspiration was born out of our own daily lives. We were driven by creating something comfortable and fashionable while also being sustainable. It all started with a conversation at Fotografiska (a museum), where we both shared our frustration with the lack of sustainable fashion options in Estonia. One of us was on the hunt for the perfect pair of eco-friendly, comfortable yet business styled pants but couldn’t find anything that met their needs. So, our idea of creating such a business to cater to those needs was born.



Who is Siug Studio for? Explain your target demographic.

At Siug Studio we are dedicated to creating a welcoming environment for everyone. Our clothes are designed to be inclusive, catering to a wide range of individuals. While we understand that not everyone shares our values and passions, we believe that those who care about sustainability and authenticity will appreciate our commitment to these principles. We are not targeting a specific group of people but rather a niche community that shares our values. Our goal is to create a sense of belonging and connection with like-minded people.



Where are you based?


We are based in our little office in Tallinn, Estonia. A small Baltic country in Europe.


What is Siug Studios stance on sustainability within the fashion market and everyday life?


We are committed to sustainability in every aspect of our brand. We believe it is not a trend but a fundamental responsibility which shapes our decisions. We prioritize ethical sourcing, using materials from Europe, where we are based, to support fair labor practices. We strive to reduce waste by producing small quantities and using deadstock fabrics. We are dedicated to promoting transparency and accountability within the fashion industry. We believe in educating consumers about the true cost of fashion and empowering them to make informed purchasing decisions. Therefore, we also encourage sustainable practices beyond fashion consumption, such as repairing and repurposing clothing, reducing energy consumption, minimizing waste and shopping locally. We like to say that sustainability is not only a goal to strive towards but a journey to embark on. For this reason, we are

committed to always improving our practices and working with like-minded partners.

We also do not want to engage in aggressive marketing tactics or promote fast fashion. Instead, we want people to purchase from our brand because they love our items and can see long term use in them, not just because they were on sale. But please remember that sustainability is not an all or nothing type of deal. It is okay to get yourself a Mango top, just really wear it long term! Nowadays we really tend to put the whole responsibility on the customers when in reality big corporations should be doing their part too.


What is your production process?


Before we begin production, our designer invests significant time in research and preparation. The process begins with an idea, which is then developed into a sketch by our designer. Next, we explore similar products, studying their technical aspects and structures to gain a better understanding of the sewing industry. In doing so it allows us to better communicate with our seamstress when collaborating on the designs. We then search for materials from our network of suppliers. We highly value deadstock materials or leftovers

from warehouses, preferably vegan friendly options. Depending on the supplier's location, the process of the material reaching us can take from one day to several months. As we strive for exceptional quality our designer and seamstress work closely together to make adjustments during multiple fittings to ensure the perfect outcome. During this process our seamstress shares insights on how to improve the quality in our garments and sometimes it’s even challenging to know when to stop as we want to keep perfecting our pieces. Once the fittings are done each garment is handmade, ensuring each piece meets the same standard.


What is your favorite piece from a past collection and/or a current collection and why?


It is difficult to choose a favorite among our pieces, as each one has been carefully crafted. However, one of our most beloved items is our iconic olive t-shirt. It has been a staple in our collection since the beginning and is still part of our available collection. We set this piece apart due to its printing process, which uses 0% heavy metals and 0% formaldehyde, achieving a beautiful high-quality result. The shirt itself is crafted from smooth and stretchy organic cotton jersey giving it a perfect fit, neither too loose nor too tight. It can easily be styled with various other pieces to suit any occasion. And to add a little special something we have included a small detail from our logo on the sleeve.


Can you tell us about any upcoming collections and/or projects Siug Studio is working on in the near future?


Yes! We have a couple of exciting drops coming out. We have found a gorgeous lilac fabric that will debut our first coloured pieces. But that’s not all - we are also working on what we believe is one of our best pieces yet - a super soft, oversized t-shirt with bold statement print. To add to these, we are also dipping our toes into the underwear market by introducing our first ever underwear line made from scrap bamboo materials, because we believe no usable fabrics should go to waste. And this is still not all! Get ready for something entirely new from us. A line of upcycled pieces. We are taking old clothes and giving them a new life.


How did the name Siug Studios come to life?


To be completely honest there is no deep meaning to our name. We were very lost in finding something suitable for us but then we stumbled upon Siug, which means snake in old Estonian language. We fell in love with it, and we thought Siug Studio sounded nice, so we went with it.


What are 3 words you would use to describe the brand?


Divine, Spectacular, Ethereal


Who is Siug Studios dream collaboration and why?


We would love to collaborate with talented creatives who share our aesthetic and our values. We are particularly interested in working with Julie Poly who is a Ukrainian photographer. Her stunning content really captures the passion in her work, and we would love to showcase that in our photographs. Plus, her proceeds go towards supporting the Ukrainian military. We are also big fans of Steff Eleoff, who is a jewelry designer who creates beautiful unique pieces. We would love to collaborate with them to create custom, limited-edition accessories for our clothing and underwear lines.



What should our readers know about Siug Studios that we haven’t asked?


We are passionate about elevating small Baltic fashion brands to the global stage to showcase their unique styles and perspectives. The Baltic region is a hidden gem in the fashion industry, and it is time to give them the recognition they deserve. Most importantly we want to express our gratitude to our models! These girls are our real-life friends who have been incredibly kind in assisting us. Each one of them is incredibly sweet and always ready to help, whether it's for a photoshoot or a few casual photos for Instagram.

We also want to thank our amazing seamstress for hand making the most beautiful garments. And of course we can't forget to thank Pavlo, who believed in Siug even before we did. Not only has he been with us every step of the way, but he's also our fantastic photographer.


Siug studio brand identity and mission

Our brand identity is strongly based on our values and how we individually interact with fashion around us. Our personalities are fun and approachable which transcends into our brand making you feel like you're in a park chatting with your friends. We are passionate in our mission to promote sustainability in every aspect of our brand. We truly think that if we

do not prioritize sustainability within the fashion industry, the consequences will be devastating. Rather than outsourcing materials and production from other countries it is essential for us to support local talent and keep things close to us. Because by doing so we can reduce our carbon footprint and help the planet in any way possible.




Creatives behind Siug Studio

Currently, our team consists of two members - Johanna and Marianne. Neither of us has a background in fashion, so Siug is very much a passion project. Marianne completed her studies in Public Administration and Governance at Tallinn University of Technology.

She then worked as a data manager at a bank. Seeking a more creative role, she pursued studies in graphic design. With her passion for design and fashion, coupled with a deep understanding of fabrics, she found her ideal role as a designer at Siug. In addition to being the brand's main creative force, she handles the styling, photoshoot concepts, photo editing, and set design. Johanna graduated with a degree in CrossMedia studies from Tallinn University. She then gained experience in content creation for the European Council and has worked in foreign affairs and youth work. Now, she is responsible for content creation, filming and montage for our brand. In addition to creating content, Johanna also manages our brand's social relations. Her friendly nature makes her an exceptional communicator, capable of engaging with anyone. Perhaps the most significant role we both fill, unseen by those outside our brand, is being each other's constant emotional support. While it's possible to replace individuals based on skills, the mental support we provide each other is invaluable. Honestly, we couldn't accomplish what we do without each other.


Check out Siug Studio on Instagram @siugstudio

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