I’m a sustainable fashion & circular economy specialist with 10+ years experience. I work as a consultant and lecturer.

Key strengths:
– Strong expertise in ecological and ethical fashion in a circular economy, 10+ years
– Hands-on experience in running a forerunner sustainable fashion label for 5 years
– Understanding how to combine sustainability & profitable business
– Expertise in sustainable service-based business models, especially Clothing as a service
– Passion to develop a system-level change from disposable to sustainable.

I share my views on sustainable fashion through  Vihreät Vaatteet website, a database for sustainable clothes established in 2008 (in Finnish).

My background is in design and I have worked as a fashion designer for several years both in the world of sportswear and workwear.  During years 2008-2011 I ran a sustainable fashion webstore. In 2010 I founded the clothing label Nurmi, which was one of the forerunners in sustainability and transparency. The label was in operation during years 2010-2015.

More about my work on LinkedIn & Vihreät vaatteet website.


Anniina Nurmi
+358 (0)50 412 2321

Twitter: @nurmianniina
Instagram: @nurmianniina




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