Ready for Fall with Named! New Indie Pattern Company Alert!

Hello friends,

I don’t know about you but I have recently started planning my A/W sewing and my heart is beating faster for Named 1st collection. Their patterns have a chic understated style, with clean lines and very contemporary feeling. Seriously in love with their work. Saara and Laura  are here today to say hello and talk to us a little more about their love for sewing!

Can you tell us a bit about yourselves and your background?
We are Finnish designer sisters Saara and Laura Huhta. We were born in Helsinki, and have shared the passion for sewing and DIY since we were just little girls. Named is not the first mutual design project of ours, and it feels very natural for us to work together. We do pretty much everything together anyways, having the same hobbies too. We love to create and express ourselves through design, sewing and in our dance and circus hobbies.
We both studied design, Saara clothing and Laura shoe design. After working for different companies for a while, we realized that maybe it wasn’t what we wanted to do for the rest of our lives.
How the idea of starting a sewing pattern company started? and why?
The idea of starting our own sewing pattern company came a little out of the blue; about a year ago we sat in a bus to go to our parent’s place after a workout. Somehow we got to talking about work, and how wonderful it would be to do something that you love and believe in for a living. We both knew that it would be too late for us to make it as a dancer or a circus artist, but we could turn our love of sewing into a career. Creating our own do-it-yourself clothing collection seemed like a natural way to fulfill this dream and to share the joy of creating with others too! So as we got to our parent’s house, we grabbed a pen and a piece of paper and started to write our business idea down. It literally started from that single bus trip J
Can you give my readers an insight into a typical day in your ‘studio”? what does it look like behind the scenes.
Right now there are no ‘typical days’ for us – everything is so new and each day is different. We launched our first collection on August 1st, and it’s really hard to predict what the future will bring. We have been planning and preparing this launch for almost a year, and it has included designing, pattern making, sewing prototypes and samples, organizing a photoshoot, branding and a lot of paperwork to get the business up and running. It’s been a lot of work, and a lot of surprises, but we’re so excited to have done it all!

At the moment we do not have an office or a workshop, so all work – be it sewing or computer work – happens either at our homes or at our parent’s place. We design, sew and plan everything together and help each other so there are no clear roles between us, although Saara is mostly in charge of the technical tasks, such as pattern making, and Laura of marketing and branding. All decisions are made together though.

 What’s the inspiration for your first collection?
For the first collection we got inspiration from men’s formal attire and menswear in general. However, we did not want to make this collection too masculine or formal, so the challenge was to turn the inspiration into feminine, comfortable and easy-to-wear garments, and not to forget that they need to be nice to sew as well! The inspiration can be seen in shapes and detailing: There are shirts, collars, tailcoat-like hemlines and a cummerbund waistband.
Where do you get your pattern ideas from? 
The ideas could come from pretty much anywhere. At the beginning of a design process we look for the coming season’s trend forecasts and of course follow our instincts. It is interesting to pick a theme and research what could be borrowed from there, like we did with the ‘First Named’ collection. Sometimes the ideas could come accidentally; sewing projects and materials are a great source of inspiration. While sewing you might see something interesting in an unfinished garment, and a nice material might make you think ‘wow what can we make of that?’
Our style in general is quite Scandinavian and simplistic, but with a hint of romantic and feminine form language and nice details. We want to keep things simple, but to create garments that are flattering and have a good form. In a collection there should be a little something for everyone, meaning that we have simple patterns for beginners and some more advanced patterns for those who have more experience of sewing.
What is your absolute most favourite item of clothing you’ve sewn? 
The absolute favorite sewing project would have to be the ‘First Named’ collection, as this is the biggest and most important project that we have ever done so far. It is impossible to distinguish a single piece of clothing as a favorite. The second best mutual project would have to be ‘The Ballet in Spotlight’ collection that was a competition entry to a student fashion design contest NRJ Fashion Awards (which we actually won with this collection).
Do you have any absolute fashion disasters / faux pas that you’ve sewn?

There are no total disasters, or at least not ones we could recall, but Laura has made herself a pair of high-waisted tight jeans of white and gray jungle pattern Versace denim. They are not a disaster – actually they fit very well – but just a little hard to wear, since they are quite extravagant and need to be dressed down with a rough sweater and right pair of shoes to prevent the overall look from being too flashy J. Maybe it would have been wiser to pick a classic blue denim so the jeans could actually be worn more than twice a year…

What’s next for you and Named?
Right now we are in the process of designing our SS14 collection, and we think it’s going to become awesome! We have lots and lots of development ideas for the Named and our products, and we are constantly seeking to improve the brand. Therefore we would also love to receive feedback and comments! 

To celebrate their first collection, they are giving one of their patterns specially to you!
For a change of winning see below.

 * Closed*
Open internationally
Open to all HOP readers

Closing date is 25 August GMT London 8pm.

The winner must contact me directly to claim the prize within 3 days. 
Unclaimed prizes are redraw.

The winner will be announced on 26 August 2012.

To enter you must:
Visit Named website and tell me which pattern takes your fancy and Like their facebook page.

For extra entries:
Tweet/Facebook this giveaway copying me.

  • They’re stuff is great! I’m really taken by the Shane pleated top, Aydan Collarless Dress, and the Dakota Shawl Collar Dress. Thanks for sharing them 🙂

  • So many possibilities!! I love that this indie company goes for a more current/modern aesthetic… I would love to start experimenting with their patterns with the lane slip!

  • I love their aesthetic! The Laurie top and the slip are great! Thanks for introducing this new company, Rachel

  • Thanks for this first look at a great new company. They do have a very clean, modern look. I like the Aydan and Dakota dresses, and the Jamie jean.

  • The Jamie Jean is fabulous! :0) xox

  • Neat company! I can’t decide between the Shane pleated top, the Fran tie shirt and the Cameron flare pants! Thanks!!

  • The Drew backless dress is my favorite! It would be perfect in the California weather here for most of the year! The slip would be a must as well. 🙂

  • Anonymous

    Beautiful modern collection.I like the Andy Coat, the Reese Wraparound skirt and the Fran tie Shirt.


  • Wow! Always great to find a new indie company and these guys look amazing.

    Really hard to pick a favourite, but I think the Drew backless dress, so elegant.

  • All of these are beautiful! I love the Fran Tie shirt and the Dakota Shawl collar dress.

  • God, these are all beautiful! So hard to choose – and just as I was hoping there would be no new patterns out to tempt me (having just bought 3 new to me patterns this week!). I love the look of the Shane pleated blouse and the jamie jeans (and the rest too…)

    Thanks for the opportunity!

  • This collection of patterns looks great! I love all the unique design details. There’s definitely room for the Laurie tee and Cameron trousers in my wardrobe – if cake looks like this, it’s so much easier to resist the icing!

  • I never heard of them, but I am so exciting about this collection! The Cameron pants would be perfect for going back to work! Thanks so much for sharing!

  • Very cool collection. I love the cape, the Aydan dress and the Cameron pants are making me have heart palpitations. What an exciting announcement to make.

  • Wow I am really impressed by this collection. I especially love the scandinavian feel, and the uniqueness of the design. I love many of the patterns, and have for the first time been tempted to sew pants, but I am completly in love with the dakota and the reese.

  • Wow – such an amazing collection. And very hard to choose, but I swoon over the Reese wraparound skirt! Clair McL.

  • OMG, what an amazing collection of patterns…thanks so much for sharing! If I was lucky enough to win, I would choose between the following (though choosing would be so hard!): Dakota Dress, Tyler Shirt or Fran Tie shirt! Swoon!

  • Utterly gorgeous! I adore the Reese wraparound skirt.

  • Gorgeous patterns! I especially like the Laurie t.

  • I’m torn between the Jaime Jeans and the Laurie t-shirt…. wait I could wear those together!!

  • I love the Laurie top! Great find Rachel!!

  • Anonymous

    What a lovely collection. I love the Shane Pleated top

  • I love the Shane Pleated Top

  • Oh wow Rachel, I had not heard of this co., thanks for the insight into them. I am pretty in love with the Julian knit dress. Sexy!! I liked ther FB page, as well.

  • I also just tweeted about your post and giveaway! Definityely want to win one of their patterns.

  • All beautiful patterns!! – loving the feminine masculinity of the whole collection and they would all go brilliantly with my (too many to mention coloured) brogues!
    First I’d start with the Shane pleated top, move onto the Fran Tie shirt, next the Lane slip and finally try my hand at making the Andy coat – think I would have a mini capsule collection on my hands here….

  • It’s SO HARD to choose!! Everything is so beautiful! I really, really love Charley, Dakota, Eliot, Fran, Jamie, Reese and Tyler!!! With Fran and Jamie tied for favorite!!

  • Kat

    That is a gorgeous collection!!! I really love the Aydan dress! Such a clever idea and I’ve never seen anything like it!

    I’ve liked them on Facebook!!

  • I can definitely see myself making the Tyler shirt. I also love the Reese wraparound skirt and Jamie jeans <3

  • I like the patterns a lot, though they run so small! I like the Jamie Jeans enough, though, that I wouldn’t mind going through the hassle of grading them up another couple of sizes!

  • They’re brilliant! A real find. I’ve just started hunting around for AW sewing inspirations. The Jamie jeans are fantastic, so hard to find a good skinny jeans pattern.

  • Wow, these are very cool! Thanks for introducing them, I have not seen this company before! My favorites are the Jamie jeans, Shane pleated top, and Laurie striped tee…but I would totally make almost all of these 🙂

  • I really like their jean pattern, and the Lane slip pattern.

  • Exciting to see new indie patterns! I like the Dakota and the Fran!

  • I really like the Lane slip pattern and the Jamie jeans. Thanks for sharing this discovery!

  • wow what lovely patterns, I think the Andy coat and Jamie jeans have just found a place on my mental a/w to-make-list! Thanks for the introduction

  • I like the Avery cape & the Cameron flare pants.

  • What a great collection, can’t wait to sew up some of them. I really like the Jamie Jeans and the Andy Coat and the Shane pleated top.

  • Thank you so much for introducing us to this company! I think I might be working my way through all their patterns. First up I think the Reese wraparound skirt.

  • Such wonderful patterns! I really love the Jamie Jeans, great detailing.

  • I LOVE the Laurie Striped Tee and the Alva Collar 🙂 Such a lovely company!

  • Thanks for sharing this new pattern company, I love the variety of styles that are beginning to appear on the scene.
    As I don’t use facebook anymore, I won’t join in the competition, but thank you again for the interview with them!

  • Wow, another umpteen patterns to add to my wish list! Think the Fran tie shirt’s probably my favourite but really hard to choose.

  • Wow, another umpteen patterns to add to my wish list! Think the Fran tie shirt’s probably my favourite but really hard to choose.

  • Gosh I love them! I would go the Fran blouse or the Cameron flare.. wild designs!:)

  • A very sophisticated collection! I live a lot of your patterns but for me the Blair Batwing is gorgeous and I am totally, totally crushing on the Drew Backless Dress – stunning, simle lines with gorgeous details – it’s the details that always draw me in. Goodluck with your business 🙂

  • These are so beautiful I love Scandinavian style. Thanks for posting!

  • I really like the Andy coat; I’ve liked them on FB

  • Wow! These are great. Love the Julian Knit Dress and Reese wraparound Skirt. These look like great patterns.

    I also liked them on facebook 😉

  • I like the Andy coat! Everything looks interesting though.

  • Awesome! Thanks for finding and sharing this new company! I like the Laurie Striped Tee a lot, but the big winner for me is definitely the Andy Coat! Would love to try and make that up for the F/W 🙂

  • I like to see a new European brand appear on the international Indie pattern-making scene! As much as I’d love to sew most of their patterns, my favorite by far is Julian knit dress.

    I am already looking forward to seeing their SS14 collection 🙂

  • Anonymous

    I like the charley tux pants. The whole collection is beautiful. Vivien.

  • WOW! THis company is incredible! And for their first collection having so many patterns is amazing! One look at the Drew Backless Dress and I know it is the one for me. I hope I win it here but if not – I’m totally purchasing it! I have the PERFECT material for it! So excited 😀

  • Anonymous

    Hard to choose but the Reese skirt is great and I really love the Avery cape!

  • How exciting, a new indie pattern company!!!! Thanks for letting us know about them, the whole collection is beautiful and modern.

    If i win I would love to make up the Drew Backless Dress because I think it’s gorgeous with just the right amount of detail. Thanks for the giveaway Rachel!

  • Lovely new patterns, i would love to make the avery cape, really cool!

  • Anonymous

    I could sew it all – but heart really skipped a beat at the Dakota shawl dress….love it!! Caroline (cogaline at hotmail dot com)

  • Gorgeous gorgeous styles! Love them all and have been mulling just which would be my favorite….it would be between the Dakota dress or Tyler shirt if it was something that I’d buy to make this autumn…

  • I am all over those jeans! Thanks! (also tweeted via @salisbua)

  • I love the Jamie jeans! Like it on FB (Mariana Elena Postolache). Crssing my fingers! 🙂

  • Thanks for introducing us to this Rachel, it’s a gorgeous collection! It’s a very tough choice, I’m torn between the Andy Coat and Jamie Jeans, but think if forced to make a choice I’d go with the coat, it’s so classy!

  • Thanks for pointing these out. A very lovely modern collection. I’m another Facebook refuser so can’t enter the draw, but the Jamie jeans are my favourite.

  • That is one amazing collection! Tough choice, but it’s the Andy coat for me. Have liked on Facebook.

  • I love me a new indy pattern company! It’s a hard pick, but I’ll go with the the Blair Batwing Shirt. I have some navy fabric that would work perfectly.

  • Love the Laurie tee and the maxi skirt (altho not sure I could bring myself to buy such a simple pattern! )

  • Definitely the Blair Batwing… so versatile could be worn with anything! LOVE it!

  • Such a gorgeous design aesthetic, I love the clean lines. My favourite are the Jamie jeans and the Blair batwing shirts. Lovely, thanks for the introduction. I have liked on Facebook too 🙂

  • I love their Jamie jeans and Laurie striped tee.

  • I love learning about new indie pattern designers and they’re aesthetic is SO so beautiful! I like the Cameron Flared pants and Shane pleated top! I liked them on facebook as well!

  • Awesome. We always welcome new indie patterns and these are great. I love the Andy coat. It is so classic. That little Alva collar is beautiful too. I am bookmarking right now.

  • Very stylish! I love the Dakota Shawl Collar Dress.

  • I quite like the Drew Backless Dress – it is dressy without being too formal.

    And how cool is the circus as a hobby?

  • I’m so glad you posted this. I’m not on Facebook so not eligible for the giveaway, but I’ve just ordered the Andy Coat and Shane Pleated Top patterns!

  • OOOooo I really like the pattern collection and what a great interview! My faves are the Julian knit dress an the Reese wrap skirt. : )

  • Thank you so much for this wonderful discovery <3 This is exactly the patterns I was looking for a long time.
    I love all of them and Aydan Collarless Dress it’s so beautiful.
    I’ve like them on Facebook of course ! Kisses from Paris

  • The JAmie Jeans – fab pattern

  • In love the tailcoat top. So pretty….

  • Waooo ! Fab discovery here : I like the whole collection style (reminds me of my student year in Turku / Finland) – and I am so happy these patterns are made for rather tall women (172cm rather than 162 cm for usual patterns we find here in France !! I am myself 182 cm…). Can’t wait to try one of them, hopefully starting with the JAMIE JEANS !
    I just rushed to facebook to like their page with a large smile.
    Merci, merci !!

  • This is a great site! I love the Charley Tux Pants. Thanks for the give away.

  • Wow so hard to choose, the lookbook is beautiful! The Laurie striped tee is my fav

  • I really like the Cameron Flare Pants! Glad you found this company – I’m excited to see where they go from here. 🙂

  • I am in love! Particularly with the Cameron Flare Pant.

  • swoon! thanks for introducing us to such a fantastic duo! i’m mildly obsessed by the dakota shawl dress, and the reese wrap skirt, and the fran tie shirt, and the jamie jeans, and the avery cape (i dont know when i would wear a cape, but its beautiful), and the…

  • The Reese wraparound skirt looks very pretty.

    I like their style.

  • The Tyler shirt and Jamie jeans are absolute stunners. I can’t believe these guys have escaped unheard of until now! Just amazing! x

  • These patterns are all gorgeous – love the jeans but don’t feel ready for that yet! I would love to try the Aydan dress

    louise (at) fate16 dotcom

  • I’m so in to the Jamie Jeans!

  • I’ve just discovered Named and am so blown away by their beautiful designs! I think that the Charley Tux Pants are such an interesting cut, I’d absolutely love to make those. The Drew Backless Dress is pretty incredible too! Very hard to choose a favourite.

  • Jen

    Oooh, they have got some VERY cute patterns! I think I’d start off with the Laurie Striped Tee – lots of potential there! Jen x

  • I am loving the aesthetic of all their patterns! I really like the wide-legged pants, the coat, and the jeans!

  • Sara

    The Andy Coat is fab!

  • I love the Drew backless dress. I can see lots of possibilities… Great company!

  • I really love all the patterns, but I think I could see myself sewing the tuxedo pants in several colors! That is the pattern I would love to win. Thank you for sharing this new collection with us.

  • dakota!!!

  • Oh my – I love the Tran Tie Shirt! Thanks for introducing me to some great new patterns!

  • Gorgeous! I’d choose the Tyler shirt – love it, and I have the perfect fabric for it right here. Thanks for the giveaway!

  • Thanks for showcasing such a brill new pair on the block! Drew Backless Dress was my favourite but gosh it was a hard pick – all were so beautiful looking!! I am as excited as you are about having them new on the scene love it love it thanks Rachel

  • Fantastic find! Please keep sharing awesome discoveries like this 🙂 I particularly like the Reese wrap-around skirt … perfect for some one who rides their bike everyday but still likes to wear skirts!

  • Oh gosh the stand out pattern for me is the Cameron Flare Pants. Would be gorgeous in a lovely draping navy fabric with pearl/shell buttons.

  • I love seeing all these businesses emerge! THE Julian knit dress is pretty spectacular, as is the Drew Backless dress.

  • The Jamie Jeans and the Drew Dress are outstanding!! It’s hard to decide which one I like the best.

  • Thank you for sharing! I love this new collection – each pattern is so elegant yet fresh! I’d love to try the Jamie Jeans – I’m so glad skinny jeans are still in style.

  • Liking Reese and Laurie the most, but they are all charming :o)

  • Love the dakota shawl collar dress – it’s so cute. Have fun in Brazil!

  • Hi. A great collection. And so many items at first launch! Difficult to choose only one. Loving the Fran Tie shirt, Laurie Striped Tee and Jamie Jeans, but have difficulty with trouser fitting and sewing with delicate fabrics. Choosing the Dakota Shawl Collar dress.

  • Andy coat is so cool. Liked on Facebook! Thanks for introduction to new company – lovely, fresh designs!

  • Wow! I love this! Love the Scandinavian look!! So exciting. Liked on facebook. The Dakota shawl collar dress is gorgeous. Pick me, pick me!

  • I love the Shane pleated top, a great wardrobe builder! Thanks for the giveaway! 🙂

  • I’m going to go Dakota!

  • What a great idea to bring out a collection of patterns! I really like the aesthetics of the label. Amongst my favorites are the Cameron pants, Dakota and Jilian dresses. Thanks for sharing!

  • Hello !
    I don’t speak english very well … I’m sorry !
    I discover you’re blog thanks to ”jolies bobines” and “instagram” !
    Thanks for the gift ! I hope i win :):):)
    I can’t choose : shane pleated top and Aydan Collarless Dress <3

  • What a fantastic pattern collection. My favs are the Andy Coat and the Dakota Shawl Collar Dress. Fab!

  • Oh man, so hard to choose! The Charley Tux pants look really interesting and I love the Julian Knit dress. But I think my favourite is the Jamie Jeans – I need some of these in my life.

  • Wow the Tyler Shirt is stunning!! but it was really hard to choose only one pettern 😛

  • I love the Jamie jeans- they are definitely on the to sew list.

  • What a great collection. They are so elegant. There is so much choice too, I’d love so many of them. I think my favourites are the Cameron Flare Pants, Dakota dress, Laurie striped tee, Reese wraparound skirt and the Rene maxi skirt. I’d love the maxi skirt as an elegant and sophisticated new concert skirt (I have to wear long black.

  • Just love the Drew dress !!! Beautiful design!

  • Stunning patterns, very exciting. The sizing is a pretty good fit for me too. I fancy making the Fran Tie Shirt:)

  • Maia

    I’d like to have every one of them 😉 but Tyler shirt seems like a pattern you could do just over and over again

  • I love their style! But the Dakota Shawl Collar dress is probably my favourite! Or the Andy coat..

  • The dakota shawl collar dress is beautiful. I love their aesthetic, it’s very fresh!