Our story

Antti Uotila became interested in the textile industry after leaving the army, as one of his four brothers worked as a factory worker at Kudostuote in Tampere. The brother had heard rumors that company Hyvilla Oy, which operated in Hyvinkää, was going to shut down its knitting department.

The five brothers decided to make an offer for the knitting machines, and as a result, the brothers’ circular knitting company began operating in Orivesi in 1978. Antti was in charge of the knitting department, and over the coming years, he accumulated a vast knowledge of yarns, knitting, dyeing, materials, and print patterns. This experience provided him with a strong understanding of the entire lifecycle of fabrics.

In 1986, it was time to move forward. Antti sold his share of the Circular Knitting Company, like the other partners, to one of his brothers. Antti recognized that not only the industry needed knitted fabrics, but also fabric stores and sewing workshops.

He decided to purchase the necessary machines from a bankruptcy estate in Orimattila, and the family business Oriveden Muotineule Oy began operating in 1987. The first employee was Antti’s wife Aija, the mother of the current owners.

The dark economic depression in Finland in the early 1990s led Muotineule to decide to discontinue its own fabric production and shift to importing and wholesale. This allowed for the expansion of collections, adding upholstery and furnishing fabrics alongside garment fabrics.

Antti attended industry fairs, where he settled long-term partnerships. Muotineule began producing its own collections in collaboration with European suppliers. The family’s children, Kirsi and Jussi, were often dressed in Muotineule’s latest patterns.

Through sales representatives, fabrics were sold to fabric stores and sewing workshops across Finland.

The 2000s were a time of economic growth in Finland. The transition to the euro made imports easier by eliminating currency risks. With the housing boom of single-family homes, home decor became increasingly trendy. The patterns of curtain fabrics were modest, with nature-inspired tones taking center stage.

Kirsi Uotila, Antti’s daughter, had become a permanent employee and brought fresh perspectives to the company. Kirsi’s responsibilities included creating sales collections and customer samples. By the end of the 2000s, Muotineule’s service concept expanded to include a range of ‘cut lengths’—fabrics that were cut to specific lengths.

The ways to do business began to change in the 2010s, with trading partially shifting to electronic formats. The quality of fabrics, material durability, and ecological sustainability became significant themes. In 2015, Jussi Uotila, Antti’s son, joined the Muotineule team.

Jussi’s responsibilities primarily included logistics. Muotineule celebrated its 30th anniversary throughout 2017 with various themes and campaigns. In honor of the anniversary, a special pattern was launched—fresh and classic, just like Muotineule itself!

A significant milestone in Muotineule’s story occurred in 2023, when a generational transition took place, and Antti’s children, Kirsi and Jussi, took the responsibility.

For Kirsi and Jussi, it was clear that they would guide Muotineule into the coming decades while honoring their father’s long-term work in the textile industry. They had already worked at Muotineule during their school years, gaining valuable experience in entrepreneurship from a young age.

“Muotineule is an approachable, honest, and service-oriented partner, and we will continue strongly on the value foundation laid by our father. We are proud of our roots in Pirkanmaa, and by renewing Muotineule, we aim to bring a fresh breeze to the Finnish textile industry. Collaboration and success are important to us—when our customers thrive in their businesses, we succeed as well,” say the entrepreneurs of Muotineule, Jussi Uotila and Kirsi Tiura.