Ui Swim People - Meet Vilma Uuttu, Former Swimmer and Owner of the Streetwear Brand JUSTUDIOS

In the vibrant heart of Copenhagen during Copenhagen Fashion Week, we had the pleasure of sitting down for a chat with the multitalented Vilma Uuttu from Finland. Known for owning the streetwear brand JUSTUDIOS and for her past as a competitive swimmer, Vilma has fresh and innovative thoughts about the worlds of streetwear fashion and athleticism. We delved into her experiences with swimming, fashion, and life.

You recently showcased your brand at Helsinki Fashion Week. How do you feel about that experience?

The recent fashion show was fantastic. I'm genuinely pleased with how everything unfolded. It marked a strong debut for my brand, JUSTUDIOS, and the sense of accomplishment is invigorating. But you know, the thrill doesn't stop there. JUSTUDIOS has been around for two years, and I'm looking ahead to new directions and fresh adventures.

Swimwear as a fashion statement – can functionality and style truly coexist?

Absolutely, they can harmoniously coexist. It's all about striking the right balance between style and technical understanding. When you have the expertise, merging functionality and fashion becomes seamless. Swimwear is a great example of this. Also, the current trend of embracing sporty looks enables you to transition from a swim to a fashion show, damp hair and all, and still look on point.

As someone with a background in swimming, what are the three most important qualities you look for in swimwear?

The qualities that top my list for swimwear are fit, design, and reliability. First, the fit must be impeccable. Second, the design should be flattering and subtly revealing. Lastly, the swimwear must offer security, to ensure it doesn't unexpectedly come off.

Among Ui Swim's collections, do you have a favorite piece, and if so, what makes it special?

My absolute favorite from Ui Swim's collections is the combination of the Aurora Reflective Triangle Top and the Aurora Reflective Tie Bottom in Silver. These pieces strike the perfect balance between stretch and snugness, providing an impeccable fit that's both comfortable and stylish. The special color and effect they bring to the table add an extra layer of allure.

Fun fact - I used to work as a lifeguard, and that experience adds a new dimension to my swimwear choices. Beyond being a chic fashion statement, these reflective pieces enhance safety by making it easier for lifeguards to spot swimmers in the water, which is an unexpected yet vital advantage.

How do you feel about the fashion scene here in Copenhagen?

The fashion scene here, especially during Fashion Week, is captivating to behold. The unique aspect is the constant sartorial movement. Fashion isn't limited to shows; it's a part of everyday life. Whether you're taking out the trash or strolling around, fashion is integral to the daily experience.

I can't help but notice your choice of attire today, incorporating elements from both JUSTUDIOS and Ui Swim. Care to share more about the outfit?

Absolutely, I'd love to! The outfit you're seeing combines our necklace and signature cargo college pants from JUSTUDIOS with a sleek reflective top from Ui Swim under a mesh shirt. I really like how this combination encapsulates the blend of practicality and trendiness, marrying streetwear aesthetics with swimwear functionality.

In our conversation with Vilma Uuttu, her journey from competitive swimming to owning JUSTUDIOS comes alive as a testament to versatility and innovative spirit. Vilma's unique perspective, shaped by experiences in diverse landscapes, promises a future where style and function seamlessly coexist, making waves in the world of fashion.

UISWIM X JUSTUDIOS.