vitunleija, founded by Baka and Akseli Tuulispaa in 2020, has rapidly made a name for itself in Finland’s streetwear scene. Operating out of Helsinki, the brand is known for its distinctive graphics, which are sold through pop-up events and their website. What started as a grassroots clothing line has evolved into a phenomenon, gaining significant attention not only for its bold fashion but also for its deep connections to the local music scene.
INTERVIEWS
In 2022, vitunleija took a major step forward by signing a recording contract with Warner Music‘s Babyface label, debuting its first single “Make-up” featuring popular Finnish rappers DAVI, Cledos, and William. The brand’s influence extends beyond fashion, with its concerts, events, and the vitunleija festival, which has become a key event for Finland’s rap scene. Baka’s background in streetwear and music has fueled vitunleija’s growth, positioning it as both a clothing brand and a cultural movement.
In this exclusive interview with Editor Anastasija Pavic for DSCENE Magazine, vitunleija founders Baka and Akseli Tuulispää discuss how they set out to breathe new life into Helsinki’s streetwear scene. With a name that means “fly as f*ck,” vitunleija channels cultural influences from the internet and their surroundings into a fresh identity for the city. The duo highlights how their events have helped create a loyal community, while their unfiltered approach to social media has kept the brand prominent and engaged with its audience.
How would you describe the core philosophy behind vitunleija to someone unfamiliar with the brand?
A while back, there wasn’t much of anything we’d consider cool happening in Helsinki, so most of our influences came from the internet. With vitunleija® we’re concretizing those influences into reality. Doing something completely new for our own city, we’ve had to make our own rules.
What inspired the name vitunleija, and what meaning does it hold for the brand?
It’s pretty straightforward. In Finnish, vitunleija® means “fly as f*ck.” We wanted a name that reflected that vibe, so it was the obvious choice.
vitunleija started during a time when Helsinki’s streetwear scene was quieter. What do you think sparked the revival, and how has vitunleija contributed to that change?
To be honest, we did. Of course, we are not the first ones to do streetwear in Helsinki, but in the era of social media we’ve had the tools to do it at a bigger scale. And not to be arrogant, but if someone from the new wave claims to have done this stuff before us, they’re lying.
“We do this for the community. Followers on social media are one thing, but seeing everyone come together in the same place at the same time is unmatched. It’s amazing to create lasting memories for people by bringing their favorite artists together in a manner that can’t be seen anywhere else. Also, we do a lot of stuff for free to give back to the people. We used to be the kids in the crowds.”
What role do events and concerts play in building the vitunleija brand, and how do these gatherings contribute to your community’s loyalty?
The events are where our whole thing comes together. We do this for the community. Followers on social media are one thing, but seeing everyone come together in the same place at the same time is unmatched. It’s amazing to create lasting memories for people by bringing their favorite artists together in a manner that can’t be seen anywhere else. Also, we do a lot of stuff for free to give back to the people. We used to be the kids in the crowds.
Your social media presence is known for its unpolished authenticity. How do you approach creating content that resonates with your followers?
We approach social media quite impulsively to keep the raw feeling. A lot of the times when we’re shooting new lookbook photos, they’ll be online within two hours of the shoot. Everything is done in house, so everyone involved has a great understanding of the brands identity. While we work fast, we work super surely.
How does your experience with thrift shopping and streetwear resale affect your design choices?
It has brought a great understanding of the market as a whole. Understanding of the past gives tools to plan out for the future. We’ve had a good nose for trends so far, and have been able to keep a step ahead of our competitors because of that.
Which artist do you think would align well with Vitunleija’s vision, and what would your dream collaboration project with them look like?
We have to give this one to Soulja Boy. First t-shirt we ever made, had a picture of Soulja Boy with the text on his iconic sunglasses changed to Vitun Leija. His approach with the internet used to be one of a kind, and it has inspired our own approach ever since we were young kids. Maybe we’d have to do an official collaboration release of the first t-shirt.
“And not to be arrogant, but if someone from the new wave claims to have done this stuff before us, they’re lying.”
How do you handle creative differences between the two of you, and how do you ensure those differences benefit the brand?
We have a great, consistent team. Everyone knows their own area and delivers as best as they can. Of course there are clashes, but nothing we couldn’t have solved with planning and conversation.
How do you stay inspired and continue to innovate within the often oversaturated streetwear market?
It’s really a passion for us, everyone is in it from the heart. Every day we grow and get better chances to do the stuff we love at better and better levels. How could we not stay inspired?
What are your hopes for the future of vitunleija, and where do you see the brand in the next few years?
Keep growing. We’ve been able to create more and more unique pieces that suit our personal vision, and we strive to continue doing that. Also, the vitunleija® Live concept is evolving to its best form – we’ve tried it a bunch of times and have learned our strengths and weaknesses. We hope to breakthrough internationally too. Helsinki really has something to show for the world.
