In 2026, PaaPii Design will celebrate its 15th anniversary. It all began as a hobby and a love for making things by hand. Do you already know the story of PaaPii?
From a craft blog to a company
While on maternity leave, Anniina Isokangas began designing home decor items and soft toys, one of which was named Paapii. Between fabric printing sessions at her kitchen table, Anniina decided to start a craft blog to showcase her creations. The blog quickly gained followers and positive feedback, with the same question recurring: where could people buy clothes made with Anniina’s patterns? The blog’s popularity eventually led Anniina to start a company, and in 2011, PaaPii Design was born.
"The blog was a place where I could experiment freely. I could never have imagined it would lead to all of this. People’s comments and enthusiasm encouraged me to continue and accelerated product development significantly," Anniina shares.
The world of Paapii begins to take shape
Over the years, Paapii’s patterns started to develop their own universe, where joy, colour, and storytelling went hand in hand. The patterns reflected playfulness and bold colours, setting Paapii apart from other brands. The design process embraced enthusiasm and experimentation, which has been at the heart of Paapii’s work from the very beginning.
Paapii expanded its product range to include fabrics and sewing patterns. Around these, an active community of sewists formed, and Paapii’s patterns found their way into many homes through the joy of crafting.
Growth, export, and recognition
Paapii’s patterns have been cherished by international markets for years. At its height, the brand was carried by 30 retailers across export countries, and in 2015, revenue surpassed one million euros, with 75% generated through exports. During this period, fabrics were Paapii’s flagship product, helping the brand establish a strong presence beyond Finland.
Paapii’s growth and unique approach to doing things were also appreciated in the entrepreneurial world. Anniina’s work in Finnish design was recognized with the national Young Entrepreneur of the Year award in 2016 and the regional entrepreneur award from the Federation of Finnish Enterprises in 2017.
Own clothing factory in Kokkola and a new brand alongside Paapii
A significant turning point in PaaPii Design’s story came in 2017 when a clothing factory was established in Kokkola. The decision stemmed from a desire to keep production in-house and ensure products were made with high quality from start to finish. Having their own factory allowed Paapii to grow in a controlled way while creating jobs in the textile industry in Finland. Patterns, sewing templates, and finished products were now all under one roof.
In 2021, the brand Finsket was launched alongside Paapii. Finsket draws inspiration from the unadorned beauty of Nordic nature, light, and unique mental landscapes. Finsket expanded the selection with new designs and patterns, offering customers unisex and men’s clothing as well as home products.
"Having our own factory made Paapii more tangible. It was amazing to see ideas turn into products right in our own environment. The factory also brought stability and certainty that Finnish production is possible, while increasing transparency and sustainability across the entire chain," Anniina summarizes.
Paapii as part of everyday life and memories
Over the years, Paapii products have become a part of countless homes and life’s milestones. They accompany everyday moments, celebrations, and personal growth. Each pattern holds memories, and many pieces are lovingly passed on to new owners. It’s these stories that make Paapii more than a design brand—it becomes a part of people’s lives.
15 years of joy in creating, and the journey continues!
As PaaPii Design celebrates its 15-year journey, there are many memories, but also a curious look toward the future. Design continues, new patterns are created, and high-quality clothing, accessories, and lifestyle products are produced in their own factory. The joy of creating has not disappeared; it is still visible in everything that happens at Paapii. We continue to provide inspiration for those who sew: quality materials, clear patterns, and encouragement for creating in your own style. Fifteen years later, the story continues, and only time will tell what exciting turns the path will take next.
