Navigating the waters of the Finnish swimwear industry isn’t everyone’s cup of tea. Yet, for Salla Maisonlahti, co-founder of Halla Halla, and Laura Saarinen, founder of Lilja the Label, one question tops their frequently asked inquiries: Aren’t your summers really short?
“First and foremost, Finns know how to make the most of every season, which means swimwear is embraced all year round,” Maisonlahti explains. “And let’s not forget: summer graces some part of the world at any given moment!”
Echoing this sentiment, Saarinen highlights Finland’s vibrant and diverse swimwear culture. “Our sauna traditions and the enthusiasm for ice swimming and cold-water dips mean that swimwear is not solely for summer vacations. This is a message we aim to share globally.”
Indeed, their message has swum far and wide. Halla Halla distributes its products around the globe, yet Finland remains its strongest market. For Lilja the Label, an impressive 80% of sales stem from international customers, particularly in Scandinavia and German-speaking countries.
Sustainability as a Guiding Principle
Many Lilja the Label products are adjustable, ensuring that slight changes in body size won’t necessitate a new purchase. Photo: Anna Kozhemyakina / Lilja the Label
At both Halla Halla and Lilja the Label, sustainability is not merely an afterthought; it’s at the heart of their design and manufacturing philosophy. Their swimwear is crafted from Econyl, a fabric made from various types of nylon waste, including discarded fishing nets. In a move to offer more value, both brands frequently design their swimwear to be reversible, effectively giving customers two styles for the price of one.
Lilja the Label’s creations hail from Portugal, while Halla Halla partners with a factory in Bali, Indonesia, where Maisonlahti’s co-founder, Hanna Chalvet, conducts regular visits to oversee the production process.
Halla Halla products are making waves beyond the water, with their vibrant prints becoming popular festival attire. Photo: Halla Halla
“Sustainability serves as an overarching framework for everything we do, whether in our Helsinki shop or in how we pack our products,” Maisonlahti elaborates.
Saarinen emphasizes that at Lilja the Label, the focus is on neutral colors and classic designs that ensure longevity and adaptability to shifts in body size. “Sustainability forms the backbone of every decision I make as CEO, but ultimately, we strive to produce exceptional swimwear.” She adds, “Swimwear is a very intimate choice; people expose themselves more publicly in a swimsuit than perhaps in any other garment. We aim for our pieces to be so appealing that they want to be worn time and again.”
Both brands cater to various needs, born from the founders’ love for water sports. Halla Halla and Lilja the Label are designed not just for casual beachgoers seeking minimal tan lines but also for serious surfers who require durable and functional apparel. Maisonlahti regularly notices Halla Halla swimwear worn by yogis and festival-goers, proving the versatility of their designs.
Creating Space for Community
Lilja the Label has expanded its swim clubs internationally, advocating the joys of cold-water swimming. Photo: Fiia Ketonen / Lilja the Label
Both Halla Halla and Lilja the Label are committed to fostering occasions for people to don their swimwear. Halla Halla is gearing up for a series of “sauna discos” this summer—yes, you read that right: discos set in saunas.
“It’s a fun twist where sauna culture meets music and socializing,” Maisonlahti shares. “Inspired by similar events gaining traction across Europe, the concept is simple: a blend of warmth, great tunes, and an opportunity for people to connect in a uniquely Nordic style.”
Meanwhile, Lilja the Label has organized swim clubs in Finland and abroad, creating spaces for locals to experience the thrill of cold-water swimming while also introducing them to the brand. “Given that our business primarily operates in a digital realm, we wanted to forge meaningful connections with our customers,” Saarinen remarks. “Our swim clubs have proven to be a powerful way to engage clients and infuse a tactile aspect into our brand.”
Even in neighboring countries, the allure of Finnish sauna culture seems nearly magical. Saarinen has observed that participants at swim clubs are eager to learn about sauna etiquette, turning them into informal ambassadors for Finnish traditions abroad. “It’s heartening to see how much people crave community and authentic connections,” she reflects.
The most rewarding feedback for Saarinen comes when individuals share how they’ve formed lasting friendships through Lilja the Label’s swim clubs. “It feels incredibly valuable that we’ve been able to create a space for encounters that extend far beyond swimwear.”
Text by Anne Salomäki, April 2026