Behind Roots Inc.



"Roots Inc. is a street fashion brand and webstore based in Helsinki. It's not inspired by one specific genre but by the grassroots of the youth culture and lifestyle. Each and every culture has troops that are desirous of making a statement and here in Roots Inc. we support the movement of showing your own personality and individual style.

”Style is not an option -it's a lifestyle.” That's the very essence of Roots Inc."



The idea of  Roots Inc. started playing in my mind for over ten years ago.

I come from a poor family, so my passion for clothing has always insisted much creativity. Fortunately, we had a sewing machine, (which I give big thanks to my mom!) and that has allowed me to customize clothes the way I've wanted them to be. The advantage of customizing clothes is that it can give the garment a better fit, a current vibe and to be more suitable to your own style.
I learned to love second hand clothing with the opportunity to make them more your own;
"It's not about what there is, it's about what there could be." The most beloved treasures can often be found in flea markets and as you say, another man's trash is another man's treasure, I've learned that to be totally true. With that said, it was very clear that Roots Inc. focus will be on second hand clothing.

During these ten years, I have collected packs of tools for this upcoming journey of mine and explored the clothing industry in many ways. Been working for variety of different brands and kept my curious eye open in the streets -where the Real magic of style happens. The ideas and plans have been changing and shaping with the years, however, as I pondered what is the seed that was planted years ago, the final form of Roots Inc. was very clear to me.

The name Roots means just what it says; going back to the roots, and more towards the genuine things. Appreciating the garment, a life lived, craft, oldschool vibes and real people who do not live in the catwalks. Stepping away from the commercialism and the fuss around fashion -or what fashion means to many. In our opinion fashion shouldn't directly be compared to style.

The story of Roots Inc. is just beginning and it seeks to grow and shape together with it's customers. However it shapes, the same values will always define how Roots Inc. does things. Each and every day. We do not seek primarily to please the mainstream, but to take care of our customers, the Roots Inc. Family. This is the heartbeat of Roots Inc.


 Rokrok!
/Eeva, Roots Inc.