Tuul Care: Natural Grooming for Men

Cosmetics for men? And all natural? It’s a combination you definitely don’t come across too often. You might even think along the lines of ’I’m a man and I don’t need face cream!’ — well, the men’s grooming brand Tuul from Estonia will change your mind. Tuul is dedicated to taking good care of men’s skin and beards with their range of natural pampering products. The founders duo, Kädi and Kaarel, shared their story with us. 

Words: Johanna Raudsepp

Kädi and Kaarel, founders of Tuul. / Photo by Tõnu Tunnel. 

I hope you’re still not tired of this question, but what’s the origin story of Tuul?

We say Tuul (‘wind’ in Estonian) grew out of a personal necessity, but if we delve a bit deeper,  then I [Kädi] was pregnant with our little daughter. When you’re expecting, you’re much more sensitive to all kinds of scents. Kaarel had just bought a well-known brand’s perfume, and when he had sprinkled it on in the bathroom, I actually felt nauseous [inhaling the scent], and asked him why won’t he make his own perfume without any added chemicals. He was taken aback by my snappy comment, but the next morning I woke up next to a man with dark circles under his eyes. Turns out he hadn’t slept one bit, and had figured it all out — to start a grooming brand for men.

You are a brand dedicated to men’s skincare. Which essential skincare products should every man have?

Actually, we are not only focused on skincare, but also keeping one’s hair and beard in good and healthy shape. There are products every man needs, like shampoo and deodorant (coming soon), and then there are products that make you feel good and pampered, like beard oils. Every man deserves to be spoiled from time to time. 

"He was taken aback by my snappy comment, but the next morning I woke up next to a man with dark circles under his eyes. Turns out he hadn't slept one bit, and had figured it all out - to start a grooming brand for men."

Tuul men's grooming range, 2017. 

Who is Tuul?

Tuul is someone who cares.

Developing a new brand is surely not easy. What has been your favourite adventure along way? 

Our favourite days must be the days when we are in direct contact with our customers — meeting people, receiving their feedback, finding out what their needs are. The research and development process is also very exciting with each product — finding out what the best ingredients are, how should the result smell, feel and look. We’re always excited for collaborations as well — like the travel pouch we did together with a local leather manufacturer, Vanatool. 

"Every man deserves to be spoiled from time to time." 

At Savant, we pay close attention to making environmentally conscious choices when it comes to the products we use. How is Tuul sustainable in its day-to-day life?

We’re all in for organic choices. The ingredients of our upcoming products will include biologically certified herbal extracts, and the scents will be as local as possible. The nature from our region has a lot to offer — birch, juniper, peppermint are only a few examples. We prefer glass, aluminium, and paper when it comes to packaging, whereas all are recyclable materials. 

What’s in store for Tuul Care fans in 2017?

By the end of the year, we hope to have reached the next level. The plans for 2018 are even greater. We like to think big! 

You can find Tuul at https://tuul.care/

THOREAU London: A Versatile Eco Label Striving for Collective Conscience

Established only in 2016, Thoreau is a London-based ethical label offering versatile smart wear pieces that never go out of style. Operating on the principle of ‘personal style/collective conscience’, Thoreau believes that each garment carries a meaningful story even before reaching the wearer. In addition to manufacturing responsibly in the UK, we love Thoreau for boycotting ‘the buy it, wear it, bin it’ cycle of fast fashion, and for their stunningly chic cocktail dresses, equally suitable for a late-night soirée in the city, or as a more elegant take on everyday office wear… 

THOREAU London, 2017. 

What are your brand's key sustainability principles?

My business partner and I are vegan, so the environment and animal rights were the first non-negotiable principles for us. Second, ensuring that our garments are made by people who are treated and paid fairly was also a very high priority. Both of these principles drove our early decisions regarding reclaimed and sustainable materials and manufacturing in the UK to support local industry. 

What informed the creation of Thoreau?

Our core motto that we always come back to is "personal style/collective conscience". We believe that you don't have to sacrifice style in order to be a responsible citizen. I wanted to create modern, versatile and affordable pieces for women who love fashion, care about quality and also want the garment to have as minimal impact on the planet as possible. 

What dictated the creative direction you have chosen to go forward with? 

I have always loved the 1960's/70's fashion and am drawn to this look, but longevity and versatility were the driving factors behind the garments. I wanted to imagine the pieces in my wardrobe in five or ten years, and have the garments move through seasons and looks beautifully.

"It’s hard to ignore the fact that your garment has had a whole life before you even take it home... Who made it? Were they paid fairly? Are the dyes toxic?"

THOREAU London, 2017. 

THOREAU London, 2017. 

How can we all make more mindful decisions regarding the garments we choose to buy? How important is quality versus quantity for you personally?

We think it is important that people are aware of the solutions as well as the problems. Otherwise helplessness and fear take over and nothing gets solved. Educating people about the things they consume and their impact on the planet is something we feel strongly about and are keen to promote as we grow. It's important to seek out brands that actively support and promote both social and environmentally responsible practices. If the price seems like a bargain, it's probably because the people who made the garment were paid almost nothing. Rather than buying 5 extremely cheap tops that you throw away soon after, seek out one good quality top that is made of sustainable materials by people paid fairly...and you'll realise it lasts for years!

"We believe that you don't have to sacrifice style in order to be a responsible citizen." 

How do you aim to compete with the cult of fast fashion as a fairly new ethical brand?

It's definitely a challenge! We see fast fashion as a quick fix, going out and just buying without thinking about, if you really love it and what it's history is. It’s hard to ignore the fact that your garment has had a whole life before you even take it home... Who made it? Were they paid fairly? Are the dyes toxic? We hope this conversation grows along with our brand. 

 What's the 1 must-have item from your latest collection?

The Javan Dress! I have always found it difficult to find eco-friendly cocktail dresses. I wanted to create something that would be perfect for parties and prove that eco doesn't have to be boring!

Shop here:

https://www.thoreauthelabel.com

miDeer Felt Accessories: Timeless x Nordic x Unisex

What do industrial felt and fashion have in common? A beautiful harmony of effortless and durable design, as honoured by miDeer. Estonian slow fashion brand miDeer creates Nordic-style bags and accessories for every occasion. Their sleek designs are loved by men and women alike, serving as a seasonless and functional must-have for any urban fashion-lover. What’s it like in the world of miDeer?, we asked.  

Words: Johanna Raudsepp

miDeer Felt Accessories, 2017. / Photo: Jake Farra.

How did the journey of miDeer begin?

miDeer stems from our goal to pay homage to Scandinavian simplicity and elegance. We make modern Nordic accessories, interior design elements and have also introduced a line for children. What first started as a hobby of designing meaningful items for personal use, quickly grew into an independent brand — a brand living its own rhythm and life. The whole process has been thrilling for us — a real dream come true! We were thrilled by the idea of curating our own designer label and sparking conversation through what we do. Aesthetics-wise, we’ve always been enchanted by the power of simplicity. The pure lines, clear contours… that’s why minimalism and functionality go hand-in-hand throughout our miDeer line. 

Photo: Jake Farra.

The term ‘sustainable’ in design can be confusing. What’s your take on sustainable design?

For us at miDeer, practical, timeless, and slow fashion is super important. With this attitude and the aesthetics, we try to promote buying less, but good quality items that will last you ages. Our minimalist style enables our customer to mix and match with a variety of other styles as well. 

How have you incorporated environmentally conscious principles into your work?

All miDeer products are hand-made in Estonia. It isn’t and will never be a mass-produced brand. We value collaborating with local artisans in our design process and embrace the tiny quirks of each single item. Secondly, we always pay attention to where our materials come from. Right now, we use excess pieces from a felt factory. This way we can reduce the amount of industrial material that ends up in the environment — by giving new life to the discarded leftovers. What makes our production unique is that we do not mass produce, but make just enough, so that we get to further reuse the materials by creating fashionable accessories. If we think about the future, then the miDeer’s shopping bags, in particular, can effectively replace plastic equivalents in a stylish manner. 

How did you come up with such interesting name, miDeer? 

We wanted to create something Nordic and minimalist, inspired by the Northern cold climate and the power of nature. To be honest, the logo came before the name. The deer’s horns are majestic, yet strong and powerful — perfect depiction of a unisex Nordic brand. Our name quite directly comes from ‘deer’. It’s something precious and unobtainable in nature, but you can grasp an equivalent feel via our products. 

Unisex looks, felt and paper meet in your design. How did you decide to go down the route of such eclectic mix?

The main source of inspiration for the brand is felt, which already speaks to both men and women. A unisex-look wasn’t our goal on it’s own, it just accidentally turned out that way — our first [laptop] bag appealed to both [men and women alike], and then it clicked for us. Nowadays minimalism and unisex design are often seen side by side. The soft texture, yet stiff form of industrial felt make our products durable and help keep their shape. We felt that unisex was written in between the lines, as felt has both feminine and masculine qualities. We like to think that miDeer wearers are free-spirited, brave, fashion-forward people, regardless their age or gender.  

"We value collaborating with local artisans in our design process and embrace the tiny quirks of each single item." 

Photo: Jake Farra.

 What can we look forward to in 2017?

This year we will definitely focus more on fashion and accessories. miDeer will be creating new designs for people who lead an active lifestyle, yet value comfort. So there are great things coming up for the active urban dweller. 

Despite being a small company, we want to become a player on the international arena. Clients in Berlin, London and Vilnius have shown keen interest, and we cannot wait to make our products more accessible all over Europe. We have a few exciting surprises in store, so stay in tuned and keep an eye on our website!

Shop here:

http://mideer.eu