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Pia Erlund

Where Did the Story of BYPIAS Begin?

"I had been searching for a long time for linen clothing made from high-quality, thicker linen. I fell in love with the stonewashed linen used in home textiles, as it drapes beautifully and hardly wrinkles, even after washing. I had a tunic design in mind that would serve as a versatile and comfortable work outfit. A seamstress I knew made the first model for me, and every time I wore it to work, female customers told me they wanted the same one. That’s how the story of the BYPIAS brand began…"
– Mrs. BYPIAS

What Is Important to You in Dressing?

As someone who loves variety, I want my clothes to be suitable for both everyday wear and special occasions, for summer and winter. Layering allows for endless outfit combinations. The designs must be timeless, but my favorite pieces always have to have a little "twist."

Why Linen?

My love for linen started at a young age! I adore its natural scent, its rustic texture, and its character. I have always preferred linen in home decor – in everything… No other fabric lasts as well as linen; even after 50 washes, it only gets better. Linen always feels fresh and breathable. It keeps you cool in the summer and warm in the winter. I have grown tired of the fast fashion culture and appreciate the longevity of my favorite clothes.

Where Do You Draw Inspiration for Your Designs?

Purely from my own needs, my dressing philosophy, and my sense of style. My style is bohemian and feminine, timeless, and layering has always been my favorite. It is important to me that the designs suit all body types. I am a size 40 myself, and I design clothes with the curvier, Finnish female figure in mind. The world is already full of clothes designed for size 36–38 ideal body types. In my beauty industry profession, I have gathered insights from women’s fashion experiences, style preferences, and dressing challenges. My goal is for all items in our concept to be easily combined. I also never compromise on comfort – for example, our trousers feature elastic waistbands. Women of different heights are also taken into account, as pant legs and dress lengths can be ordered in various sizes. Unlike the fashion industry’s usual practice, our collections are made for women of all sizes.

What Do You Consider Important in Design?

I value craftsmanship, local production, and natural materials. The linen and bamboo of the BYPIAS brand are handmade by skilled seamstresses – talented women. I want to take my customers on a journey into the BYPIAS lifestyle concept. On social media, we share style tips, outfit combinations, and stories about our latest BYPIAS collections. It is also important to me that the BYPIAS brand fits into everyday life – “everyday design.” I have considered this in our pricing… Individual design does not always have to be expensive.

What Kind of Color Palette Inspires You?

Definitely natural, faded, and powdery tones – the ones we Scandinavians find so familiar and comforting. Occasionally, I like to add a pop of a stronger color. Our collection’s favorites remain, but the colors change with the seasons. However, the core colors of the collection are always natural linen, white, and black.

What About the Home Textile Collection?

Naturally, I felt the need to create a home decor collection as well. Interior design is close to my heart, and I eagerly follow Scandinavian style trends. The collection is based on my own needs, enriched by customer wishes. And at its core is the most important factor – the material: linen and wool!

BYPIAS Lifestyle

I have been deeply touched by the popularity of our linen clothing and, most importantly, by the feedback we receive from our customers. BYPIAS concept clothing and home textiles are sold in lifestyle and fashion stores worldwide, and our online store serves all our customers. Ordering clothing is easy – you simply check your measurements in the product details. We are happy to assist you via email or phone if you need more information about a product or an order.

Our BYPIAS stores are located in Espoo, Helsinki, Jyväskylä, Oulu, Porvoo, Tampere, and Turku. Our outlets are open year-round at Tuomarinkylä Manor in Helsinki, Finlayson in Tampere, and Kuninkojankaaren store in Turku. During the summer, we also have a store and a beach pop-up in Hanko. Over the years, our BYPIAS concept selection has expanded to include other brands as well. With PERFECT JEANS and BOHEMIANA, we have broadened our range with knitwear and jeans to create cohesive outfits. Additionally, we feature other high-quality Scandinavian brands in accessories and footwear.

Welcome to explore the BYPIAS lifestyle!

Designer Pia Erlund, BYPIAS