Toive Turns 10: Stories from the Journey

Toive turns 10 this April – and what better moment to look back on the moments we’ve shared along the way. Join us behind the scenes: the most important turning points in our history, the biggest everyday insights, and the funniest mishaps.

2016: From classmates to an entrepreneur couple

Toive’s story began in 2016 at a course on e-commerce during Riku and Eeva’s BBA studies at JAMK University of Applied Sciences in Jyväskylä. The assignment was to practise setting up a fictional online store – but Riku and Eeva decided to do the opposite: instead of a fictional shop, they launched a real one. What started as a shared journey during their student years soon became a relationship – and just two weeks after making it official, they founded a limited company together. After launching, Toive originally operated under the name Riva Clothing, formed from the founders’ names (RIku and eeVA).

Over the years, many things have changed, but the most important things have stayed the same since the beginning. The core idea – building a functional wardrobe – has been with us from day one: our selection has focused on practical wardrobe essentials that also bring a good feeling to the person wearing them. A passion for learning, a playful sense of humour, and a community built together with our customers have also been part of the journey in different forms right up to today.

Three turning points along the way

Toive's ten-year journey includes several moments that have significantly shaped the company's direction and enabled us to continue fulfilling your wishes and creating functional wardrobe cornerstones.

2019: A year of challenges

Riku and Eeva graduated from university, and alongside entrepreneurship they also worked other jobs – for example at a digital agency, at a fish counter, and driving an ice cream van. It was a difficult year, and they found themselves reflecting on big business questions: should we keep going, and what kind of impact does our work leave on the world? At the same time, the importance of wardrobe essentials and the idea that “less is more” became even clearer.

2020–2024: A shift toward sustainability – and growth

A new chapter began in 2020, when production moved to a factory in Portugal run by the Finnish-owned Black Moda. The change was driven by the founders’ desire to have a greater influence on product design and production. With these production changes, the business began to lean more strongly on sustainability.

The 2020s also brought many other major changes. In 2020, both founders became full-time entrepreneurs, and the following year the first employees were hired. At the same time, the premises changed from a 25 m² shop on Puistokatu to a 150 m² space at the old Koskenharju school.

In the years that followed, Toive continued to grow – also with the support of external professionals. From 2022 to 2024, Toive took part in the business incubator programme at Jyväskylä Yritystehdas, which provided especially valuable learning about running and scaling a business.

2024: From Riva to Toive

In 2024, Toive took its first steps toward international growth. However, a European trademark application under the name Riva Clothing ultimately led to a name change and a clearer brand identity. During the brand work, the importance of fulfilling customers’ wishes as part of the business and company culture became even stronger. In the end, the new name Toive (Wish) was chosen because it reflects what we do even better than the previous name.

Alongside the name change, a full brand renewal was carried out in just six months – in close collaboration with our customers. At the same time, operations moved from Niskakuja to a space twice the size in the heart of Jyväskylä city centre, and our first permanent brick-and-mortar store opened its doors.

In ten years, Toive has grown from a course project by two students into a team of ten and a notable player in Finland’s responsible fashion scene. Through growth, we still want to hold on to what matters most: our values. Humour, transparency, and a focus on wardrobe essentials have been with us from the beginning – and will remain at the heart of everything we do.

Mishaps and stories from behind the scenes

In ten years, there have been big changes and major turning points. Along the way, there have also been everyday mishaps, mistakes, and moving stories that deserve to be remembered.

5,000 towels – and with the old name, too

We wanted to expand our product range from clothing to home textiles – from bedding to towels. We ordered hand towels and bath towels in two colourways and truly believed in their demand. In the end, selling 5,000 towels wasn’t as easy as we imagined, and sales started off very slowly. A huge number of towels took up a lot of space in our warehouse – and after the name change, most of them also needed new hanging loops. Two years later, with only about 200 hand towels left, we can finally laugh about this little misadventure.

Our products were stolen

We were expecting a delivery from Portugal to our warehouse, but the truck transporting it was emptied overnight – and the Muisto T-shirts and black tops didn’t arrive that time. We still don’t know where the items ended up, but we hope they’ve been well worn.

From print to tattoos

Our iconic Älä hyljeksi print has delighted our customers over the years. Its message – and the charity campaign we once ran to support Saimaa ringed seal conservation – has left a mark on many hearts… and even on skin. Some of our customers have gotten tattoos inspired by the print, which says a lot about the impact of both the design and its message. In many ways, it also reflects who we are: we take the important things seriously, but always with a touch of humour.

What's next?

We want to keep doing what we exist for: fulfilling your wishes and creating wardrobe essentials that make everyday life easier. Customers will remain at the heart of everything we do, because without you there would be no us. Over the years, a wonderful community has grown around Riva and Toive – one that values quality, responsibility, and Finnish-made design – and we want to keep nurturing and growing that community.

At the same time, we want to stay in motion: keep learning, evolving, and responding quickly to change. Growth does not mean taking shortcuts or chasing quick wins at the expense of our values. We’re committed to transparency and to standing behind our choices. The next step is to bring high-quality, responsibly made Finnish fashion beyond Finland – in the coming years, especially across Europe.

Thank you - especially you

Everything started with our customers’ wishes. And honestly – you’ve had some pretty great wishes! Over ten years, they’ve shaped a collection that truly works in everyday life. We’ve been part of your ordinary days, your celebrations, and those moments where small things carry great meaning. Thank you for being part of this journey. We hope you’ll stay with us for what comes next – especially now, as the industry is changing fast and many businesses are under pressure. Every choice in favour of Finnish-made and more responsible fashion means a lot to us.

We also want to thank our partners for everything we’ve learned – and for taking us seriously, even back when we were still young newcomers.

Ten years of shared journey deserves a proper celebration. We’re celebrating with a birthday week from 30 March to 5 April, when both our online store and shop will be filled with birthday offers. Come celebrate with us and find your wardrobe essentials at birthday prices!