Helsinki Card

Designer and flea market fanatic Outi Pyy

11.3.2014 Text: Annaliina Niitamo
My Helsinki_Outi Pyy

Outi Pyy a designer, an author and a flea market fanatic. In 2012 she published a book on DIY fashion called Trashion (Atena). She writes a blog about ecological fashion in English at and in Finnish at

Favourite Location

Torkkelinmäki is a small park at the highest point of Kallio. It is my secret spot for relaxing picnics in a lovely Notting Hill-type atmosphere. Grab a homemade Carelia pie from the bakery nearby and enjoy the long days in a beautiful neighborhood.

Favourite Person

I’m a huge fan of Minna Särelä, the founder and owner of Paloni (Finnish for “my passion”), a shop for Finnish eco fashion. She believes strongly in green fashion, is very passionate about her work and a great supporter and mentor for many local small labels that would otherwise have a hard time getting exposure. Paloni is a must for anyone interested in handmade design and fashion.

Favourite Event

Siivouspäivä (Cleaning Day) is a national day, when anyone can set up a flea market anywhere in the city and sell their stuff. It is a wonderful example of positive Helsinki activism to keep our beloved flea market culture alive.

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