Mum's catalogue 2020

mumsmakesgoodwithgoods

We do not sell, we just tell a story.
True. Since 2006.
Mum's Sustainable design.
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Copyright © 2020 Mum’s

MUM’S FAIR SCANDINAVIAN DESIGN COLLECTION 1 / 2020

MUM'S AT

STOCKHOLM

FURNITURE FAIR

4.-8.2.2020

STAND B01:01

NEW FOR 2020

designs from

Teresa Moorhouse,

Jenni Rope

& Matti Pikkujämsä

GIADA GANASSIN

Girls by Giada

take over

our softest rugs

GOOD WITH GOODS


STORY TIME / MATERIALS / MOORHOUSE / GANASSIN / NILSSON / ROPE / HALONEN /

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 at the end of

this newspaper.

Mum’s products are

simple, joyful, and functional,

in the best traditions of

minimalistic Scandinavian

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 projec

Mum’s began.

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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!

t by

2 013 .

Mrs. President Jenni

Haukio wearing a brooch

by Mum’s.

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STORY TIME / MATERIALS / GANASSIN / MOORHOUSE / NILSSON / ROPE / HALONEN /

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TUOMINEN / LOUEKARI / VENTO / SAANA JA OLLI / MUM'S DESIGN / NEWS

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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TUOMINEN / LOUEKARI / VENTO / SAANA JA OLLI / MUM'S DESIGN / NEWS

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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STORY TIME / MATERIALS / GANASSIN / MOORHOUSE / NILSSON / ROPE / HALONEN / TUOMIN

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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.

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/ 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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STORY TIME / MATERIALS / GANASSIN / MOORHOUSE / NILSSON / ROPE / HALONEN / TU

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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STORY TIME / MATERIALS / GANASSIN / MOORHOUSE / NILSSON / ROPE / HALONEN / TUO

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

people take care of each

other. We pass a very large

blue building. It is Ikea’s rug

SEE A VIDEO OF

OUTI'S TRIP ON

OUR BLOG:

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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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 / GANASSIN / MOORHOUSE / NILSSON / ROPE / HALONEN / TUOM

CARRIED IN BLOOD,

MADE BY HEART

STORIES OF MUM’S ARTISANS

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

while a large one (170cm x

240cm) takes about a week.

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

42


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INEN / LOUEKARI / VENTO / SAANA JA OLLI / MUM'S DESIGN / NEWS

D

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

hypo-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

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