MUM*s 2020, since 2006.

Copyright © 2020 Mum’s
MUM’S FAIR SCANDINAVIAN DESIGN COLLECTION 1 / 2020
NEW FOR 2020
designs from
Teresa Moorhouse,
Jenni Rope
& Matti Pikkujämsä
GIADA GANASSIN
Girls by Giada
take over
our softest rugs
GOOD WITH GOODS

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MUM'S SINCE 2006
By Anna Akhmetova
Mum’s is a small design
company based in Finland
which sells textiles, home
decor items and jewellery
within the country and
abroad. The products are
designed in Finland in cooperation
with some of the
best designers and artists
in the region and produced
by skilled artisans in Bolivia,
South Africa, India and
Cambodia according to the
principles of fair trade.
Outi Puro is a designer,
an artist, the founder
and the heart of Mum’s. It
all started several years ago
when Outi was working as
a sculptor and doing her
communal art project. The
project consisted of a series
of baking performances.
One of them, “52 Sundays”,
included Outi baking buns
at home with her kids
and at Helsinki railway
station. Another performance,
called “Baking for
my long lost friend” lead
her to Africa in 2006 to
bake buns for her long
lost African friend Diane.
With the help of Diane,
Outi travelled around
Africa and met local craftsmen
and artists. She was
inspired by their culture
and their works and also
realized that they were in
the same situation as she
was - trying to combine
creative work and family.
Many of the craftsmen
she met were women with
children trying to balance
work with taking care of
their families. This lead
Outi to an idea of a collaboration,
and she designed
bags which women in
Africa could make for her
art project. Over the years,
this art project turned into
a sustainable design company
employing over 40
people, with Outi being in
charge of the collection.
Mum’s slogan is
“making good with goods.”
The company works in
close cooperation with the
craftsmen and takes into
account their needs. The
craftsmen, for example, can
work from home, which
eliminates travel costs,
saves on childcare expenses
and allows more people to
join the workforce. Working
for Mum’s improves
the quality of their lives
and creates many new
opportunities for them and
their children, who now
have the possibility to go
to school and learn how
to read and write. You can
read interviews with the
craftsmen on page 33.
Mum’s products
Hi, I’m Outi, mum of
Mum’s!
Take a look what has
happened to Mum’s since
the beginning from the
timeline below!
2006.
The beginning - Africa.
2 0 0 9 .
Mum’s toys are designed in Scandinavia
by best of professionals
- kids!
2 0 0 7.
Designed in Finland handmade
in Africa, from surplus material.
2 010 .
Flowerdrops charity proje
by Mum’s began.
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are simple, joyful, and
functional, in the best
traditions of minimalistic
Scandinavian design. What
distinguishes them among
other high quality Scandinavian
interior products
is the touch of authentic
ancient handicraft culture
of countries like Bolivia,
South Africa, India and
Cambodia. Each design is
adjusted to the techniques
of the artisans in the areas
where these items are produced,
and all products are
handmade, making them
truly unique. Outi works
in collaboration with such
renowned designers as Anu
Penttinen, Susanna Vento,
Maija Louekari, Saana ja
Olli, Heath Nash, Haldane
Martin, and Reetta Ahola,
and carefully picks and finetunes
each product design
herself. The creation of
a new collection is a long
process. A product starts
out from a Nordic-inspired
design, goes through several
changes and adjustments
to fit the techniques of the
craftsmen, and finishes as a
beautiful and ecologically
sustainable product, made
with joy and love.
Mum’s not only aims
to improve the lives of
people in distant locations,
but also serves the Finnish
community by organizing
happenings and local charity
events. Since 2011, in
cooperation with other designers
and NGOs, Mum’s
has been organizing the
Flowerdrops project - an
art event, which promotes
ecological sustainability and
donates all the profits to
charity.
Mum’s was born in 2006 while Outi and her family went to
Africa. These children are happy to go to school. And their
parents are even happier to be able to provide them the possibility
to go to school and learn things. Most of MUM’s
handicrafters cannot read or write, because they did not
have a chance to go to school as kids.
2020.
Mum's at
S t o c kh o lm Fu r ni t u r e Fa i r
2 010 .
Mum’s gym ball won Playful
interior design competition
Habitare Finland.
2 019 .
Doing more good than ever!
ct
2 013 .
Mrs. President Jenni
Haukio wearing a brooch
by Mum’s.
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rug materials
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Eco Bamboo Silk
100% eco & natural, non allergenic,
silky smooth and shimmering.
Bamboo wool
Mixing wool with bamboo gives the
material a fresh and eclectic feel.
Mum’s Original Wool
Mum’s sustainable wool, no mulesing,
all natural, flat weave.
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Thick Luxury Wool
Very thick and soft, tightly woven,
wonderful high pile.
Wet Dog Rug
Lighter in weight, good quality wool,
high pile in a more shaggy texture.
Recycled Cotton
Fine recycled material. Stiff and durable.
Glass Beads
Supporting women communities who do
traditional beadwork.
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thinkers by giada ganassin
Giada Ganassin is an illustrator and designer
from Paris. A collection of ERIKONA girls wander
around the rugs, in different sizes, and always 100%
eco, silky appeal. Meet the “Thinkers”.
Material of these rugs is bamboo silk. It is one
of the most respected materials of the world. 100 %
ecological, elegant matte shine and non-allergenic.
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/ Erikona rugs hand made from soft bamboo silk /
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design by teresa moorhouse
Finland’s forests are home to
an estimated 2000 bears. Though
they may roam anywhere in
mainland Finland, bears usually
try hard to avoid people. But
these bears dot not. They love to
stay at home, be yours forever,
soft and kind.
Bears live in forests and Teresa
has created those both for MUM's.
Forest can be customized in
any size and rug is woven in two
dimensions so that trees raise up
from the background. Beautiful
design meets beautiful handwork.
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/ Bear basket, recycled cotton / Bear tote bag, recycled cotton and leather / Brown bear, wool and greay bear, bamboo silk /
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Big Polar
200 x 300 cm
Love
Polar Bear
140 x 200 cm
Baby Polar
90 x 120 cm
/ Polar bear rug, wool /
5% of each Polar Bear sold will be donated to World Wildlife Fun Finland to help the real ones survive.
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mum's forest share
DESIGN BY TERESA MOORHOUSE
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Buy a rug. We plant a tree.
Buy another rug. We plant another tree.
As a Mum's Forest share holder
you give the nature a tree, and you
care how and where products are
done. We take care of your tree, you
receive gifts, discounts, invitations
to special events and campaigns.
Every planted tree does matter.
Small things: good choices
and kindness save the planet.
Find out more:
mums.fi/en/mumsforest
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bamboo wool
Kumpukylä means a small little
village on a hill.
This rug is made by mixing wool
and bamboo fibers together, and it
is all natural material. Bamboo gives
the wool a fresh, eclectic feel.
/ Kumpukylä rug, bamboo wool /
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“The words are supposed to
associate to youth culture with an
attitude. The carpets are built on
words with 70s typography, and
should associate with disco, fun and a
carefree attitude.
Swag means to walk with stylish
confidence. The origin of the word
dates from the 60s when parties
with LGBTQ themes were held. The
abbreviation SWAG is supposed to
stand for Secretly We Are Gay.
Bruh is the thing you call your
friends in a very casual way, but it is
also an ironic meaning that something
is evidently so. Obviously.
Gurl is an expression you call your
girlfriend, of any gender… Originally
used among transvestites that were
extravagant, and it was deliberately spelt
as a version of “girl” as the transvestite
manifests the variety of girls.”
-STEFAN
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”soft walk” by stefan nilsson
The collection “Soft Walk” is designed by the
founder of Designgalleriet, trend expert Stefan
Nilsson.
The inspiration for the name comes from urban
expressions and daring to take place. But also about
walking softly and chill out.
/ Soft Walk thick luxury wool rugs / cotton tote bags /
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jenni rope
/ Pipana-collection, wool /
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matti pikkujämsä
/ Rocks, thick luxury wool /
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tiger of finland by paavo halonen
Once upon a time, there was a
kind tiger living in the deep dark
woods of Finland. There was also
a maiden called Lily. She loved the
forest and spent a ot of time wth
this kind tiger. They felt they belong
together, so they lived happily ever
after, in Finnish Forest, and soon
after, a Tigerlily was born.
Thank you Paavo, visual artist
extraordinaire!
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/ Tiger of Finland and Tigerlily / wool rug square or round / cushion covers / tote bags /
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Finnish word for traditional
wall hanging is RYIJY.
Mum’s ryijy can be hanged
either on wall or on floor
as a rug.
HÄN is a regular word yet a
special pronoun in Finnish.
There is no he or she, just
hän. So these guys are all
hän, even the pony if we
wish to be very polite in
our speech.
/ Pony floor cushion cover / Hän cushion covers / Koala wall hanging/rug and
cushion cover / Jenni's Pony, Girl and Koala tote bags /
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friends by jenni tuominen
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/ Koala wall hanging/rug / Mum's cushion cover and planket / Pinta rug, thick luxury wool /
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design by maija louekari
Maija designed two patterns for Mum’s:
Rakkaus (Love) and Rauha (Peace) because
love is about waves - ups and downs, and
love and peace is needed in every home.
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/ Rakkaus rug and tote bag / Rauha rugs /
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design by susanna vento
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/ Suomu rug, wool / Kala rug, wool /
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design by saana ja olli
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Left page: / Koko Iäksi / Right page: / Vuorille, thick luxury wool / Monumentti, recycled cotton /
/ Utopia, recycled cotton / Avaruusseikkailu 15 in colour and black & white, wool /
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/ Pinta rug by Pasi Kärkkäinen, wool /
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Selection of our favourite
original wool rugs
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/ Verkko / Kenno / 1000 and 2 Nights / Keko / Kassena /
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Selection of our favourite
thick soft rugs
/ Aino & Einar / Lintumetsä / Vintage Beni / Vadelma / Päre /
/ Aurora / Enigma / Piirros /
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/ Town & Vintage blankets, wool / Forest Ottomans, wool / Glass bead key ring in a gift box /
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Bits and bobs
/ Some of our Hän, Ikikorpi, Forest and Mum's cushion covers /
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We are getting ready for...
STOCKHOLM
FURNITURE
FAIR 2020!
/ Wall hanging, design by Ricardo Cavolo /
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THE JOURNEY OF WOOL AND
THE RUG BORN FROM IT
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By Hanna Suominen & Outi Puro
Photos Markus Vikainen, Stone Films
In spring 2019 Outi,
mum of Mum’s travelled
to meet the artisans in
Northern India. She was
accompanied by a filming
crew, who is making a
document of MUM’s
sustainable way of making
things.
Far in the countryside
a bumpy road leads to a
village where MUM’s
artisans live and work
from home. Main idea
for Mum’s is to employ
artisans close to their
home. Textiles are woven
by both women and men,
with time consuming, age
old, traditional handicraft
techniques. While adults
weave Mum’s textiles kids
may be kids: play, and go to
school.
Wool for our rugs does
not travel on trucks but on
bicycles. Material, weather
it is wool or recycled cotton
is always local and sourced
from local shepherds. We
could name our sheep if
we wanted to, but instead
every artisan signatures our
rugs made of local wool.
Sheep are sheared by
hand. It is time consuming,
not firstly “efficient-kind-ofbusiness”,
but slow, takes
time and is costly. But we
want to stick with the values
rather than a lot of profit.
Mum’s is kind for animals
too. Absolutely no mulesing
technique is allowed. It is
painful and harmful for the
animal. Efficient though,
but we work in different,
softer and kinder way.
The families living in
the village gather into the
separate building to weave
the rugs. Home waits only
a few meters from their
workshop. This allows the
families to be together, save
in travel costs to work,
and also take care of their
families while working –
this gives a touch of love
into Mum’s textiles, we
think.
The hand craft skills
used to weave the rugs
are inherited from the
ancestors and some of the
looms are up to 300 years
old. After a rug is woven
it is then washed carefully.
Textiles gather fine fine
dust while weaving and
during the transportation
with bicycles. The men
in the village pour water
on the rug and wash it.
Textiles need a sunny day
to dry, as sunlight is so
strong it completely dries
heavy textiles in one day.
Sometimes, if there is no
sun our freight leaves later
than expected, as we cannot
pack moist wool. It would
be damaged on the way to
Finland, home of Mum’s.
In that case we just need
to wait for a sunny day to
come.
Mum’s works in a
fair and visible way. And
just as a mention, we are
printed in a college book
as an example of ethical
design since 2006. We still
have the same values as in
the beginning. That’s our
secret, that’s our heart.
MUM’S FAMILY
In India we drive for
two hours from Varanasi.
We have Atif with us. Atif
is Outi’s main collaborator
in India, the person who
handles all communication,
sampling, quality control,
payments, hands out
the work, visits artisans
every week, takes care of
everything. Atif is Mum’s
treasure. We are on our
way to a small village
where our artisans live.
It is a community, where
SEE A VIDEO OF
OUTI'S TRIP ON
OUR BLOG:
40
In India's rural villages, it is usually the
men who weave rugs when women take
care of children. Women help by doing
finishing steps of the rug making process
for example. This is possible, when work
is close to home and families can share
work and childcare responsibilities.

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people take care of each
other. We pass a very large
blue building. It is Ikea’s rug
factory. Atif tells us that
their working hours and
conditions are decent and
someone is there to check
the working conditions
every month. We keep
driving.
In the village kids run
to us. Most women take
care of kids, as there is no
nurseries in the area. That
is why most of the textiles
are woven by men, though
women do take part in the
work and usually do the
finalizing steps. Families
work around eight hours
a day and they get at least
12, sometimes 15 times the
minimum wage in the area.
Mum’s artisans also gain
pension and weekends are
free. Indians also have many
sacred holidays during the
year, most well known is
Ramadan.
A little baby is
introduced to us. She is
just two months old. Her
family wanted Outi to hold
the baby and later on the
baby’s eyes were painted
with black makeup. Hindus
believe it protects the baby
from all evil.
MUM’s Koko Iäksi
rug is hung on a red brick
wall. That is where the
family with the baby lives.
They say it has hung there
for years, as they like it.
“I draw all your maps. I
drew that too” says a man
with beard, translated from
hindu by Atif. Then man’s
name is Bamboola. He
really draws each and every
of our designs on a weaving
map, by hand. And he is
proud of what he does.
We are grateful.
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STORY TIME / MATERIALS / MOORHOUSE / GANASSIN / NILSSON / ROPE / HALONEN / TUOM
CARRIED IN BLOOD,
MADE BY HEART
STORIES OF MUM’S ARTISANS
while a large one (170cm
x 240cm) takes about a
week. When sitting by
the loom, they performed
inherited skills from their
forefathers. Now they are
able to weave their own
dreams.
- It all happened when
we were in need of some
exposure. I was a bit lucky
to be a part of Mum’s.
Craftsmen from South
Africa shared with us some
real changes in their lives.
Before cooperating with
Mum’s, they spent most of
the time at street markets
waiting for buyers, having
no idea what the future
holds for them. Now
they can work from home
and get a decent income
on a regular basis. These
efficient craftsmen are able
to create ten small-sized
trophy heads or seven tailor-made
hangers in only
one day. Angus, the person
who is in charge of the telephone
BEAD products* is
obviously passionate about
his job since he dreamed
for ‘more work’. Mum’s
has introduced a modern
SoHo working style to
those craftsmen and workers.
Now they also have
more opportunities to get
out of the ‘poverty trap’
in that society which they
described as unequal.
The interviewed
craftsmen all expressed
their love for Mum’s.
They feel that their skills
and hard work are greatly
appreciated. They get fair
salaries. The phrase ‘full
transparency’ was used by
the craftsmen to describe
their business relationship
with Mum’s. They are
very proud to say that they
get compliments, a lovely
bonus, for their products.
When asked what they
want to say to Mum’s, they
put it in a very Nordic way,
simple and practical.
- Long live Mum’s!
*For more stories about
telephone BEAD products,
please check the article
“Out of the trash bin”.
This is Zanele making lampshades,
texthangers and brooches and animal
trophies for Mum’s.
By Chi Zhang
Mum’s products are
100% handmade by skillful
craftsmen in Asia, Africa
and South America. There
are young talents who are
only in their 20s and there
are also experienced craftsmen
who have been in
the business for almost 30
years. To them, handicraft
skill is embedded in their
blood.
Babulal, Dinesh, Ravi,
Surender, Akbar ali,
Rabban ali...these Indian
craftsmen have been working
with Mum’s for almost
3 years now. They make
carpets, floor cushions,
bags and wall hangings.
Through their clever
hands, a small carpet
(90cm x 200cm) can be
made in three to four days
Collecting recycled material
in Africa. (Up) “Now they
are able to weave their own
dreams”. (Left)
“I SPEAK ENGLISH AND TURKU:
GOOD WITH GOODS!
KAUHIA PALI HYVÄÄ TAVARAST!”
-THE BIRD
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INEN / LOUEKARI / VENTO / SAANA JA OLLI / MUM'S DESIGN / NEWS
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OUT OF THE TRASH BIN
RECYCLING LOCAL MATERIALS FOR GLOBAL GOOD
By Viktoriya Kuzina
& Marianna Haavisto
What do telephone
wires, plastic bottles,
paper and cotton have in
common? Any of them
can be found in Africa.
Any of them can also be
used to bring amazing interior
design items to life.
From small jewelry to full
size chairs and mirrors –
Mum’s always relies on
local recycled materials
and factory leftovers as a
primary source of working
materials.
Mum’s hires people
to gather recyclable waste
providing employment in
localities all over the world
with a fair payment to its
workers. Every type of
waste may be later used and
turned into a piece of art:
a chair with a hand-knotted
seat made of recycled
plastic, a lampshade made
of bottles and canisters,
cushions made of reclaimed
cotton and many others.
Mum’s tracks down the
origin of the materials to
ensure they were ethically
produced and obtained.
For example, instead of
wool gathered by mulesing
techniques Mum’s relies
on painlessly sheared hy-
po-allergenic alpaca wool
from Bolivia, along with
leather leftovers of shoes
production from Africa,
hand-dyed sari cuts from
India, and Cambodian silk.
By re-using locally
gathered materials and factory
leftovers at the workshops,
Mum’s votes for
better working conditions
and a cleaner environment
as well as for animal-friendly
and cruelty-free production
principles. Choosing
Mum’s products does not
only support the ethical
design principles but also
unites people around the
world.
“EVERY TYPE OF
WASTE MAY BE LATER
USED AND TURNED
INTO A PIECE OF ART.
IT’S JUST THINKING
USED MATERIAL THE
NEW WAY.” -THE BIRD
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Mum’s uses various types of ethical materials: local, first class wool in India and Bolivia, surplus and recycled
materials in Cambodia and South Africa. We have made sure no mulesing technique is used within
shearing as it is very painful for an animal. The raw material is processed into fine desing in the hands
of local artisans.
43

MUM'S SHOWROOM
- Design District Helsinki
Lönnrotinkatu 41 a, Helsinki, Finland
Open:
tuesdays 12.00-18.00
wednesdays 10.00-16.00
mum's in stockholm
Mirror Line showroom
Reprovägen 13, Täby
Follow us on Facebook & Instagram @mumsdesigns
Mum’s fair scandinavian design collection 2020
Editor-in-chief: Outi Puro
Editorial Board: Anna Akhmetova, Marianna Haavisto, Hanna Kaketti, Marina
Karlova, Viktoriya Kuzina, Pauliina Sassali, Hanna Suominen, Chi Zhang.
Photography: Jukka Aro, Pirita Fors, Kaisu Jouppi, Hanna Kaketti, Suvi
Kesäläinen, Ulla Kokki, Joanna Moorhouse, Hilja Mustonen, Ottilia Orenius,
Kirsi-Maria Savola, Eeli Savolainen, Markus Vikanen/Stone Films, Mum’s
Illustration: Pauliina Sassali
Layout: Hanna Kaketti & Mum’s
© Mum’s
Mum’s
Showroom
Lönnrotinkatu 40
00180 Helsinki
Finland
tel. +358 50 4450 864
info@mums.fi
mums.fi