From an international career to an entrepreneur

Upcycler Helsinki is a one-woman attempt to change the world in a more sustainable direction.

I am a mother, wife, daughter, sister and aunt. A solution-oriented engineer and a beauty lover.

I am a fashion designer by training, but the fashion store already took me straight from school. Department store, wholesale, sales coaching, operational management, chain management. Domestic and international company. I got to see how the clothing industry works on a large scale and how the industry made a shift in a more responsible direction. 

When business as usual was no longer an option

“Our House is on Fire,” said Greta Thunberg. Why do we not behave, as in a crisis? The question was eye-opening for me.

Change did take place, but not on a scale when it seemed necessary. I questioned my own consumption, my own work, and my entire field to the point where I could no longer stand behind my own doing. My road as I had known it had been completed in the fall of 2019.

I was thinking about my place in the world of fashion and wanted to use my experience in the industry to develop a more sustainable fashion business. For many, leaving a paid job and a kind of fresh start seemed bold, but I saw it as the only option.

thank you

I am infinitely grateful to everyone who has traveled with me on the Upcycler journey. Ordered from the online store, contacted, followed on various channels and recommended to friends. You are more expensive than gold.


Maj-Lis Viitanen thank you to my customers




The fashion guru read Greta Thunberg’s book and left her paid job

"Maj-Lis Viitanen from East Helsinki worked for years in the international clothing industry. It aroused such conflicting feelings that he decided to leave his paid job and become an entrepreneur."

Helsingin Sanomat 19.4.2020 April XNUMX


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