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Voglia's story

Common will

In 1983, my grandfather, Pertti Virtanen, who had already made a significant career in the clothing industry, realized his long-standing dream and founded his own women's clothing concept. From the plan that had been sitting in a drawer under the name "Firma x", Voglia - Finnish for will - emerged. In addition to the values, the name reflected the internationalization of the 80s and the original idea of ​​a high-quality, largely Italian-inspired collection made from Italian fabrics.

Walking my own path

Voglia, which got its first stitches in Hämeenlinna, the heart of Häme, wanted to be a Finnish company above all. Our way of operating is still largely the same today, exceptional in Finnish terms; We still have our own design, planning, testing, production, store chain and online store. Responsibility for a large entity also brings with it freedom – the agility to change direction, react to demand and follow our own path.

Recognition for good work

As the 80s progressed, shoulder pads grew and so did we. Over the years, our talented designer designed ski jackets, overalls, city shorts, Chanel jackets, tunics for the Finnish woman, and finally the Golden Clothing Tree came in 2005. The then President of Finland, Tarja Halonen, presented us with this prestigious fashion award in recognition of high-quality Finnish work, original design, commerciality and exportability.

It dresses you.

Throughout our 30-year history, we have been a strong family business. My father Markku and my mother Kristiina started working at Voglia shortly after its founding, and now the third generation – me, my brother and sister – are carrying on the story that began with our grandfather’s dream.

The same cornerstones that Pertti used to build the concept still support what we do today. With refined sizing, selection and service, we want to offer every woman the opportunity to value herself. To be independent and wonderful just the way she is.

Katrina Virtanen
Managing director

Katriina Virtanen is Voglia's new CEO