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For several years, we have participated in the Fashion Revolution Week by showcasing the companies that manufacture our own products. However, right now we are in the middle of a big change regarding the delivery chain thanks to our MEGA project, which we will open up a bit later during this week. Thus, this year we will talk about our own brands and their changes and delve deeper into our own design process.
Varusteleka brands live long and prosper. However, life is also about change, development, and sometimes death. In this article, you can find out more about changes. Read and be indoctrinated.
Own production, best production
Varusteleka has two separate brands for clothing and gear, Särmä and Särmä TST, probably already familiar to some. Furthermore, we have a third brand Terävä that concentrates on knives and other sharp things. We’ve ended up producing our own stuff because all too often we spot awesome products or details that could be combined to create an even better item.
Another benefit of designing and manufacturing your own gear is that you get to choose the principles by which you operate. Quality and durability are paramount together with an excellent price-quality ratio. It is important that the product serves its purpose and has been designed for an actual need. In addition, we want them to be timeless in their looks and suitable for the circular economy, because let’s be honest, this planet is drowning in unnecessary junk.
The first two brands are based on our two main customer categories: MIL for military folks and Outdoors for civilian people that enjoy spending time outdoors.
Under the Särmä TST brand we have products designed for military use and the needs of a soldier. The target group comprises professionals and demanding hobbyists, such as professional soldiers, reservists, and practical shooters. The selection is built on layer-based thinking, and the materials are carefully selected to ensure a lightweight and breathable end result that is also functional and comfortable. The design is often inspired by our staff’s or clients’ needs.
The products of our Särmä brand serve a constantly growing and versatile group of outdoors people that share a love for nature. Such people as hikers, hunters, anglers, preppers, and other survivalists. The core idea is to design practical items with functional details, for both casual everyday use and longer hikes. Since our own employees are very outdoor-spirited people, we have a lot of enthusiastic test subjects for the gear. You can often wear the same stuff at the office, then head out to the shooting range or the woods, and from there back home with a pit stop at your local pub.
Jämä is dead, long live Jämä
We also had a fourth brand, Jämä, that consisted of products made from surplus materials. However, we ended up murdering it because due to the nature of surplus, it was very difficult to maintain a steady supply. At some point, we also noticed that the most popular products, Luhka and Blanket Shirt, were stronger than their brand itself. Thus, they survived and found a new family. Thank you Jämä for all these years and welcome Särmä Blanket Shirt and Särmä Luhka. Small batches made from surplus materials will still be possible but they will march under the Särmä banner.
Some products are switching sides
Now we’re in the midst of a process where some products are moved from one brand to the other. Behind this is the wish to make our selection less confusing and respond to the expectations of our customers. Thus, each brand will have just the kinda products that it should have.
The brand changes have no impact on the quality, materials, or country of origin, just the name will be different. So, for you, it just means that they will be easier to find in the future.
Upcoming changes in 2023
- Särmä TST Tactical Jeans --> Särmä Tactical Jeans
- Särmä TST Tactical Denim Shorts --> Särmä Tactical Denim Shorts
- Särmä TST Woolshell Jacket --> Särmä Woolshell Jacket
- Särmä TST Woolshell Pants --> Särmä Woolshell Pants
The popular Woolshell outfit will continue under the Särmä banner
In addition, there will possibly be changes in socks, but any final decisions have not been made. We will tell you more when we know more.
- Who made your clothes and why is it important
- Who Made Your Clothes, part 1, Agtuvi
- Who Made Your Clothes, part 2, M.A.S.I Company
- Who Made Your Clothes, Part 3, Zhenpu
- Who Made Your Clothes, Part 4, Laurin Metalli
- Who Made Your Clothes, Part 5, Jämä
- Who Made Your Clothes, part 6, Sukkamestarit
- Who Made Your Clothes, Part 7, Utenos
- Who Made Your Clothes, part 9, Kolmituote
- Who Made Your Clothes, part 8, Omniteksas
- Who Made Your Clothes, Part 11, Top-Knit
- Who Made Your Clothes, Part 10, MD-Textil
- Who Made Your Clothes, Part 12, Savotta
- Who Made Your Clothes, Part 13, Ozra Textiles Company
- Who Made Your Clothes, Part 14, DD Hammocks
- Project MEGA - GTFO of China
- Behind the scenes: Varusteleka Design Process