The Snøluv Story
An online atelier from Tallinn for things made to be kept.
About Snøluv
Snøluv is an online atelier founded in Tallinn, Estonia, in 2025. It sells clothing, bags and home textiles from independent makers in the Baltics and Northern Europe, and names every one of them: who made the piece, where, and from what.
- Tallinn, 2025
- Founded in Estonia
- Every maker named
- On each product page
- Stated, not implied
- Certifications only where they apply
- Free Baltic shipping
- Free across the EU from €150
How Snøluv chooses
Three tests for every piece
01
The material can be stated
Fibre, weight and origin are written down: 125 g/m² European linen, recycled PET felt, 22 momme mulberry silk. A material that cannot be described precisely is not listed.
02
The maker is named
Every product page says who made the piece and where. Omaking has made wool felt slippers in Estonia since 1927. Linen Tales sews its pyjamas, loungewear and bathrobe to order in Lithuania.
03
It is made to be kept
Pieces are chosen for how long they stay in use: felt that holds its shape, linen that softens with washing, silk that is washed by hand rather than replaced.
The makers
Who makes what Snøluv sells
A selection of the independent makers behind the range. Every product page names its maker and where the piece is made.
Estonia
Omaking
Wool felt slippers, made in Estonia since 1927.
Estonia
Nordhale
Laptop sleeves, bags and backpacks in recycled PET felt, handmade in Estonia.
Lithuania
Linen Tales
Dresses in stonewashed European linen, with pyjamas, loungewear and a waffle bathrobe sewn to order.
Estonia
HILP
Cotton T-shirts and sweatshirts with figures cut from fabric and sewn on.
Designed in Estonia
Tæwas by Tanel Veenre
Mulberry silk pyjamas designed by the Estonian artist Tanel Veenre.
Designed in Estonia, made in Peru
Alpaka
Baby alpaca scarves, hats and socks.
Poland
Zezuzulla
Cotton jumpsuits, rompers and hats for babies and children.
Estonia
KOOSdisain
Herringbone linen bathrobes, made in Estonia.
Also in the range: Moomin apparel from Nordicbuddies, designed in Finland and Sweden under official licence, plus leather bags, merino baby sets and children's outerwear from further makers.
Founder's note
Snøluv was started as an alternative to excess: a short edit of pieces chosen for their material, their restraint and how long they stay in use. Each one is chosen slowly, and Snøluv stands behind every piece it lists.
Viki IusupovaCo-founder, Snøluv
From the journal
Further reading
Journal
Made in Europe: Why Local Craftsmanship Matters
Read the articleJournal
Baltic, Nordic, or Scandinavian? What Each Term Actually Means
Read the articleJournal
A Field Guide to Baltic and Nordic Craft Materials
Read the articleJournal
What Is Lagom? The Nordic Idea of Owning Just Enough
Read the articleSnøluv, answered
Who is behind Snøluv?
Snøluv was founded in Tallinn in 2025 and is operated by Nørth Hūman OÜ, a company registered in Estonia at Tornimäe tn 5, 10145 Tallinn. Viki Iusupova is a co-founder. Questions about a material, a size or an order go to hei@snoluv.com.
Does Snøluv make its own products?
No. Snøluv selects pieces from independent makers and does not manufacture them. Omaking has made wool felt slippers in Estonia since 1927. Nordhale handmakes laptop sleeves and bags in recycled PET felt in Estonia. Linen Tales makes linen dresses in Lithuania and sews its pyjamas and waffle bathrobe to order. Each product page names its maker.
Where are the products made?
Most pieces are made in Estonia, Latvia, Lithuania and Poland. Where a product is made elsewhere, its page says so: the baby alpaca scarves, hats and socks are designed in Estonia and knitted in Peru, and the Moomin apparel by Nordicbuddies is designed in Finland and Sweden under official licence and made outside the EU.
How does Snøluv choose what to sell?
Three tests. The material can be stated precisely, such as 125 g/m² European linen or 22 momme mulberry silk. The maker can be named. And the piece is made to be used for years, not a season. Certifications are listed only where the product carries them: OEKO-TEX Standard 100, GOTS or EUROPEAN FLAX.
What does slow fashion mean at Snøluv?
Buying fewer things and keeping them longer. Several makers work to order, so a HILP T-shirt or a Linen Tales pyjama set is sewn after it is ordered rather than taken from overstock. Snøluv does not sell volume. It sells the last bag you will need to buy.
How do shipping and returns work?
Shipping is free to Estonia, Latvia and Lithuania on every order, and free to the rest of the EU on orders from €150. Pieces made to order need extra time, which the product page states. Costs and delivery times are on the shipping page, and returns are covered in the returns policy.
Contact
Talk to Snøluv
Questions about a material, a size or an order: hei@snoluv.com. Common questions are answered in the FAQ.
Snøluv is operated by Nørth Hūman OÜ, Tornimäe tn 5, 10145 Tallinn, Estonia.
