Gugguu
Responsibility
Gugguu's values
Passion
We are an untamed force of nature. Relentless, but not destructive – except to things that are wrong.
We are passionate doers who raise the bar high when it comes to inspiration, safety, responsibility, and quality – in everything we do.
Independence
We wake up when there is an opportunity to do something that has not been done before.
We are not here to do things a little differently, but to walk our own path, searching and exploring – involving and surprising a like-minded audience.
Respect
We are competitive and determined to succeed. We do it with a big heart and good intentions.
We have great respect for both people and our planet – we respect all living and breathing things.
In a nutshell
Ecologicalness
Ecology is one of Gugguu's most important values. We choose to produce locally so that finished products travel the shortest possible distance to our warehouse and so that we can visit our factories regularly. For this reason, our factories are located in Finland and within the EU. Our fabrics come from Finland and other parts of Europe. All our fabrics have the Oeko-tex 100 standard, and the 100% organic cotton we use also has the GOTS standard. We are constantly looking for new ecological materials, the latest of which are the sweat suits added to the collection in autumn 2019, made from fabric produced from 100% recycled materials. Read more about sweat fabrics here. In our daily operations, we pay attention to packaging materials and warehouse practices: in addition to regular waste, we recycle plastics, papers, and cardboards, and we pack shipments in bags made from recycled plastic. We invest in the durability of products to ensure their lifespan is as long as possible. We are part of the #sustainableclothing campaign of the Finix project under Aalto University.
Third-party assessments & collaborations
We ranked at the second best level B in the 2020 Eetti Ry Rank a Brand measurement.
Gugguu is found in the respected Good on you directory with the second best rating.
We are part of the Finix project #sustainableclothing campaign under Aalto University.
Gugguu
Responsibility reporting
At the beginning of 2020, we compiled for the first time a sustainability report on Gugguu's operations. From now on, a new sustainability report will be published annually, and the report reflects our progress in our sustainability-related goals.
The latest report for 2020 is now available to read.
Gugguun
Ethical principles
Gugguun's first ethical principles were established in 2020. We have created rules for our operations that support our goal as a responsible company. These ethical principles specify our requirements for suppliers, subcontractors, and other partners.
Responsibility
Articles
Fashion responsibility certificates
Sustainable development, ethics, and responsibility are important topics and are now discussed more than ever. The textile industry is constantly being developed, for example, through various certificates. In this article, we discuss these certificates and explain how these certificates are used in Gugguu products.
Read article
Responsibility Report 2019
Gugguu's year 2020 began with the release of new collections as well as the publication of the 2019 responsibility report. Responsibility has been an important part of Gugguu's operations from the very beginning, and now we get to share information with our customers through the report! This article goes through the main points of the report.
See more
10+1 tips for clothing care - how to make clothes last over time?
Our goal is that Gugguu clothes should withstand time and use and be passed on, for example, to younger siblings when the child outgrows the clothes. We have gathered tips in this article for clothing care that ensure the longest possible life for the clothes.
Read article
Charity
Home Street Home Ry, Kenya
Home Street Home Ry is a charity organization founded by Viola Wallenius that operates in Kenya. The organization's main project is the Rescue Center, which began construction in 2018. The shelter will serve in several ways: it will act as a safe haven for girls who have been victims of abuse, forced marriage, and violence or who have to leave their home village due to fear of circumcision, provide expertise to expectant and new mothers, and much more.
Clothes donated by Gugguu have been put to various uses, for example directly to children in need and to expectant mothers through the organization's distributed maternity packages.
Charity
Work against bullying, MLL
In connection with the start of schools in autumn 2021, we organized a campaign in which for every order placed between 5th and 17th August 2021, we donated 1€ to the Mannerheim League for Child Welfare's anti-bullying work. Through the campaign, we managed to collect a donation of 2301€.
Product lifecycle
Recycle clothes
Gugguu products are made to withstand use and time. As the child grows and the clothes become too small, it is possible to put them into circulation.
Gugguu Preloved enables the recycling of Gugguu products. We collaborate with the recycling partner Ninyes. You can sell outgrown or unnecessary Gugguu products by sending them to Ninyes. You will be credited 70% or 50% for each garment suitable for resale, depending on the product's estimated second-hand price. You will receive the credit as a Gugguu gift card.
You can also find plenty of active groups on Facebook where you can sell and buy used Gugguu products.
Gugguu x Rml
Healing Hands
A child's serious illness affects hundreds of families in Finland annually. The child's illness brings a new, difficult situation to the family and the family's life changes. The whole family's strength is put to the test. The situation can be frightening due to the illness itself, and traveling far from home for treatment is often necessary.
To support families in crisis situations caused by a child's illness, we implemented a collaboration collection together with the Ronald McDonald House Charities, which includes two prints and four products. The proceeds from the products go in full to the Ronald McDonald House Charities.