Behind the line

From Bali to the World

The Story Behind Wayla


In a world where fashion often moves at an unsustainable pace, Wayla offers something different—a slower, more intentional approach to creating and consuming clothing. Founded by Levia, a creative with a background in fine arts and a connection to nature, Wayla’s ethos reflects a commitment to thoughtful design, sustainability, and mindful living.


A Creative Journey Shaped by Art and Nature


Levia’s approach to design has always been guided by an intuitive sense of creativity rather than a formal path into fashion. She grew up next to a river and forest on the edge of a small town in Finland, where nature was her playground. WIthin her family creativity was encouraged through evening art classes, summer camps, and an early exposure to different forms of creative expression.

Later she went on to attend Savonlinna High School of Fine Arts, later studying fine arts at the Edinburgh College of Art, majoring in sculpture while doing multimedia and installation art. Alongside this, she also studied photography, painting, and drawing—building a visual sensibility that would later shape her work across different creative fields.

Influenced by environmental art, Japanese Wabi Sabi, Zen philosophy, and textile art traditions, she developed an appreciation for the beauty of imperfection and the energy within handmade objects. Her work was hands-on and tactile, often using natural materials like fabric, rope, clay, ash, recycled wood, and even water to explore themes of impermanence, change, and the processes of nature that our human experience is also a part of.

Her work brought together conceptual art with artisanal techniques—guided by the idea that physical creations carry the presence and intention of the maker. Alongside these influences, her perspective was shaped by her connection to the natural world and an early concern for the human impact on the environment, as well as an affinity for simplicity and organic materials.

While Levia first learned to sew as a teenager, it was in her early twenties, when traveling extensively, that her approach to clothing began to take form. Living with only what she could carry, she began sewing capsule wardrobes—versatile, neutral-toned pieces made from natural materials that effortlessly fit into a minimalist lifestyle carried in a backpack. 

This wasn’t about fashion in the conventional sense, but about dressing in a way that was functional, adaptable, and in harmony with daily life. Many of these pieces were handmade during summers in Finland, sewn from natural fabrics and designed to be worn across climates and cultures—loved until they wore out.

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Bali: A Place of Possibility


When Levia first visited Bali in 2008, drawn to its rich culture, artistry, and less hurried rhythm of life, the island had a distinctly different energy—less influenced by Western development, with a stronger local presence and a deep tradition of craftsmanship. What began as a journey of exploration later became something more—an opportunity to work with skilled artisans and immerse herself in a creative landscape unlike any other.

After that first visit, she co-founded a homeware business, exporting handcrafted Balinese furniture, homeware, and decor to a store in California that she ran with her partner. This experience introduced her to Bali’s artisanal production methods—where craftsmanship was valued over speed, and where each piece carried the imprint of the hands that made it.

In 2011, she shifted her focus to clothing, producing a small, independent line in Bali while launching in California. The appeal was clear—Bali offered a way to create ethically, in small batches, and outside the rigid constraints of mass-market fashion. But the process also came with challenges. 

Western fashion stores operated on strict timelines, while Bali followed a more fluid rhythm, where ceremonies, family, and community traditions often took precedence over business deadlines. Initially, this contrast required a shift in expectations and a deeper understanding of the island’s pace and values.

Over time, she came to appreciate this difference. The island’s approach—valuing time, presence, and craftsmanship—aligned with her own philosophy. Instead of trying to force speed and efficiency, she learned to work within this natural flow, recognizing that vision and true craftsmanship take time.

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Finding Island Rhythm


After some years, she stepped away from production, choosing to focus on well-being and creative freedom. Yet, the desire to create clothing in a way that aligned with her values never disappeared. 

The island she had once been drawn to explore and discover became her home—a place to surf, to slow down, and to reconnect with creativity. During the slower pace of life brought on by the pandemic, Levia began sketching and drafting again, envisioning a clothing line more closely aligned with the natural rhythms of life in Bali rather than the cycles of the Western fashion industry. This unhurried time allowed her to reconnect with her original vision—creating more in harmony with nature and a balanced way of life.

The rhythm of Island life—from long hours in the ocean surfing to time spent designing—became an integral part of the foundation for Wayla, reflecting her journey and commitment to intentional, sustainable design. Levia works hands-on across design, pattern-making, photography, branding, and creative direction, building every part of Wayla with care and intention. The project brings together many of her creative passions under one vision—sustainability, craftsmanship, and creative expression.

The name "Wayla," derived from the Finnish word "väylä" (meaning "way," "path," or "waterway"), speaks to this ongoing journey—one rooted in simplicity, presence, and freedom.

Wayla: A Vision in Motion


Wayla took shape naturally from a love of the creative process—grounded in a commitment to sustainability and mindful living. Clothing was a natural choice, shaped by years of hands-on experience, but creating a new clothing line had to be thoughtful, with full awareness of fashion’s impact on the environment and the people who create the garments. Every Wayla piece reflects this balance—love of creative work together with environmental and social responsibility.

Even in her first clothing line, years before sustainability became widely discussed in fashion, she was already working with organic cotton, linen, bamboo, and natural dyeing techniques. While sustainability is about using better materials, it is also  about thoughtful production, ethical craftsmanship, and cultivating a more mindful approach with consumption.

The design philosophy is minimal yet intentional. Wayla’s pieces balance structure and ease, clean lines and fluidity, function and versatility. Each item is created with longevity in mind—meant to be worn and re-worn, adapting to different seasons, settings, and moods.

Rather than feeding into the cycle of constant newness, Wayla takes a different approach—one that encourages thoughtful consumption. It isn’t about pushing seasonal trends or impulse buying but about choosing well, valuing longevity, and forming a deeper connection with the pieces we wear.

All production is done in small batches, working with workshops in Bali that prioritize craftsmanship over mass production. The goal isn’t to grow at all costs, but to build something meaningful—something that supports a different kind of relationship with clothing. Wayla designs for real life—effortless yet considered clothing that supports a more connected and grounded way of living, whether slowing down, being active, moving freely, or simply feeling at home in your clothes.

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Wayla's Clothe

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Looking Ahead


Wayla is still evolving, with its creative direction continuing to take shape. Blending Nordic minimalism with tropical ease, the brand is building a wardrobe of design-driven pieces that feel contemporary, seasonless, and easy to wear. It balances elements of natural minimalism, surf culture, and timeless essentials—without being tied to any single category.

At its core is a simple idea—clothing should feel good—not just in how it fits, but in how it’s made, how long it lasts, and how it supports the values of the person wearing it.

Wayla isn’t just about fashion—it’s about a way of living that values simplicity, craftsmanship, and authenticity in a world that too often prioritizes speed and excess. Levia’s passion for sustainability, creativity, and intentional living remains at the heart of every decision, shaping the future of the brand with the same thoughtfulness that inspired its beginning.



To dive deeper into how Wayla’s Nordic roots and tropical lifestyle come together in our approach to seasonless design, read our journal on Nordic Meets Tropical: The Art of Designing for Seasonless Style.

Join the Conversation.

What does slow, intentional fashion mean to you? How do you define a wardrobe that truly reflects your values? We'd love to hear your perspective in the comments.

From Bali to the World: The Story Behind Wayla

May 08, 2025
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