Established in 2009, the head designer of Samuji is Samu-Jussi Koski, one of Finland's most successful contemporary fashion designers. Samu-Jussi Koski cut his teeth at the textile-focused design house Marimekko, where he worked as a designer and as creative director. Samuji has two stores in central Helsinki: the Samuji House on Erottaja, and a smaller boutique on Esplanadi.
Samuji's grounding thought is to create a complete wardrobe with everything necessary and only that. The brand is born out of a love for clothes – not for fashion. The garments represent a simple practicality and the materials are in the core of the design process. The high-quality, personal fabrics are mainly from Japan and Italy. The line in collaboration with Liberty has become somewhat of a classic. The London-based print house fits Samuji's perception of beauty and brightness perfectly.
Samuji products have been designed to endure, both in quality and style. The Samuji world is an all-encompassing one, both grounding and elegant. The lines currently include women's wear and home accessories. Samuji's everyday classics include the Faithfull dress, the bulky leather Tori (Market) bag, and the Piippu (Pipe) candleholder made of cast iron.