We talked with Vaarnii Founder and CEO Antti Hirvonen about their brand values, sustainability in design and the future of design.
Could you introduce Vaarnii to us? How and when did you start, and how does your brand stand out in terms of values and uniqueness?
We are on a mission to redefine the next phase of Finnish design. Finland has an incredible history, often tied with modernism. However, we wanted to draw inspiration from the era that predates modernism and explore what could define the contemporary vernacular of Finnish design. Sustainability is at the heart of our company. With 75% of Finland being forest, it was clear that we wanted to use sustainable Finnish timber as our primary raw material. In this process, we discovered pine and absolutely fell in love with it. Pine is an undervalued material, yet it’s the most "woodlike" wood with its wild grain and knots.
Could you please talk about the inspiration behind your designs?
We believe the best product designs and brands are polarizing—they should have some awkward angles and not appeal to everyone. Once you start appreciating the awkwardness, you form a stronger bond with the object. Pine has that polarizing nature built in, with some people loving it while others may not. Future design icons aren’t created by playing it safe. Only time will tell if some of our pieces become iconic, but we’re doing everything we can to ensure they have that potential.
Who do you design for?
It may sound like a boring answer, but we design for anyone who appreciates good design and sustainable raw materials!
How important is sustainability for your brand, and what is your approach? What does sustainable design mean to you?
Sustainability is crucial not just for our brand, but for humanity in general. We’ve learned that from a certification standpoint, it would be easier to manufacture objects from virgin plastic than from Finnish pine, which shows how flawed the system is. The barriers to entry are high; many products require extensive certifications just to get started, and the costs can be crippling for young businesses like ours. While we’re still working to obtain the necessary certifications, we maintain transparency in the meantime. We know exactly where all our timber comes from, and we list all our manufacturers on our website. Additionally, we ensure that our products are made to last at least 100 years.
How do you see the future of the furniture industry?
The future of the industry depends on consumers and how much they prioritize sustainability. While more brands are paying attention, many consumers still opt for the cheapest option, making environmental credentials somewhat irrelevant. Change is happening, but we hope it’s fast enough.
For more information, visit Vaarnii's website and check out their latest designs and updates on Instagram
Photography by Jussi Puikkonen
