Jouten – Design studio gives new life to hotel textiles

Reduced water (m3)
1 500

Jouten creates garments from reused industrial waste textiles. Jouten designs, produces, and markets products that give new life to removed textiles from the Finnish hotel industry. Material partner in the project is textile service Comforta.

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To experiment the possibilities of reused textiles as an option for garment materials.


A collection of garments made from reused hotel towels and beddings.

Approx. 1,5 million liters of water saved compared to garments produced from virgin materials.


The design, product development, and manufacturing were coordinated by Jouten and Comforta as a material partner.

Managing Director - Sustainability Transformation at Solutions4Impact
Project Director, Sustainable Everyday Life at Sitra
Markus Terho

The world is full of textiles landfill as a consequence of unsustainable production and consumption. The hotel industry is a great potential for waste and an opportunity to grow businesses that are looking to reduce environmental impact as a general problem. I salute Jouten for taking on this challenge and try to transform it into a circular model!

About Corina
I am a sustainability business expert at the crossroad of technology, innovation, and partnership, with the focus on helping companies transform their sustainability strategies, advance SDG's implementation, and share the common B Corp business philosophy. I am part of EIT Climate KIC Network of Coaches and a mentor at the Global Women Network for Energy Transition programs.

This Planet Act implements circularity into the garment business and has required rethinking and redesigning not only the products but the whole business model and supply chain. This Planet Act also positions reusable materials as desirable and allows hotels to significantly improve their resource efficiency and avoid waste.

About Markus
A corporate responsibility veteran, with over two decades in the industry. He has held several notable positions, among them, he has served as the global sustainability chief at Nokia. There he has managed global corporate responsibility activities, environmental and social responsibility, social investment portfolios as well as disaster relief and charity donations.