Mum's catalogue 2020
We do not sell, we just tell a story. True. Since 2006. Mum's Sustainable design. <3
We do not sell, we just tell a story.
True. Since 2006.
Mum's Sustainable design.
<3
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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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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.
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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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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
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
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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
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