A mindful approach to creating

Archetype is a Helsinki-based label focusing on Nordic minimalist style and natural materials. Our slowly evolving collection is built around simple, workwear-inspired designs and familiar wardrobe staples.

Founded in Helsinki in spring 2020, our approach to design is influenced by the Nordic landscape and the quiet balance between urban life and nature. This is reflected in our colour palettes and the clean, functional silhouettes we favour.

Drawing from the practicality of workwear, our pieces are created with a sense of purpose and designed to fit naturally into the rhythms of daily life.

A slowly evolving collection

Our collections evolve slowly. Rather than starting again each season, we return to familiar shapes, refining them and exploring them through different materials, weights and textures.

Natural fibres are at the heart of our collections, chosen for their individual character, comfort and wearability. Our pragmatic approach to design rejects exclusivity, focusing instead on simplicity, authenticity and thoughtful craftsmanship.

Made to be worn

We want our clothes to be worn often, cared for and repaired when needed. We believe that a considered wardrobe is built over time, around pieces that continue to feel relevant beyond a single season.

Read further on garment care.

Materials with character

Alongside natural fibres, we work with selected deadstock and recycled fabrics. We source materials from European weaving houses and use deadstock fabrics from the LVMH Group, often in limited quantities.

We favour plastic-free textiles and avoid synthetic fibres wherever possible, choosing materials for their feel, function and how they complement each design.

An evolving approach

Archetype is based on learning, curiosity and openness. Our approach continues to evolve along with the materials, skills and possibilities available to us.

Read further on Production & Craftsmanship.