Interview with Satu Takkinen, CEO of Papu: From First Wear to Forever – The Papu Way

Tell us a bit about yourself and your role at Papu.
I’m Satu Takkinen, CEO of Papu. I joined a year ago and feel proud to lead a brand with such a strong set of values and a bold, recognizable voice. For me, meaningful work is key – and building a more responsible fashion future with our amazing team feels just that.

How did Papu get started – and how did your journey begin?
Papu was founded in 2012 by Anna Kurkela, who wanted to combine storytelling and art with ethically made children's clothing. Today, Papu is best known for its women’s collection – high-quality pieces with a strong visual identity and meaningful design. I joined Papu after years at Nanso Group, driven by the same goal: to evolve brands with purpose.

Q: What defines Papu as a brand? Any iconic products?
Design that’s bold yet wearable, with a focus on comfort and versatility. Our signature? Graphic prints and timeless pieces – especially our dresses, which have become customer favorites and true Papu staples.

Q: What inspired Papu to explore resale and circular fashion?
We believe the most sustainable product is one that lasts. Circularity naturally extends our commitment to responsibility. Resale gives our garments longer lives, new owners, and supports more mindful consumption. And we know Papu pieces hold great secondhand value.

Q: What do you value in the collaboration with Ninyes?
It’s easy, impactful, and rooted in shared values. Papu Pre-loved now has its own loyal community, and buying secondhand has become a natural part of our customers’ lives.

Q: Any tips for selling used Papu pieces?
Care matters. Wash gently, follow care instructions, and store well – good condition means a faster resale.

Q: Your personal favorite from Papu’s selection?
I’m always chasing the perfect pair of trousers, and our Boho Pants have become my go-to. Comfy, versatile, and in true Papu style – beautifully colorful!

Q: Your message for Papu Pre-loved’s 2nd anniversary?
A heartfelt thank you to everyone who’s bought, sold, or shared Papu Pre-loved. Every item that finds a new home takes us one step closer to a more sustainable fashion future.