Plan B

Helsinki recycling centre employee Irina Aardemäe kept seeing new outfits in cast-out clothes and started refashioning reject threads into new trends. An ad agency saw promise in the idea and Plan B was born in 2006. The operation is now run from the basement of the Lönnrotinkatu second-hand shop, where three seamstresses and three students work with Irina creating wild yet totally wearable outfits and accessories out of the never-ending stream of banished possessions.


Each piece is unique, as Irina finds it much more challenging and interesting to work on something new every day. The tailors each create at least one new fashion item a day. Most of Plan B’s clothes are for women and girls, Irina loves dresses, but the collection is starting to branch out into menswear and boys’ hoodies were sold out in no time at all. The brand’s creations are very affordable indeed, considering they are all handcrafted unique pieces, as Irina finds it important they still be affordable for young people as well.


Plan B clothes, bags, jewellery and furniture are now sold at four Helsinki recycling centre stores in the Greater Helsinki Region and the brand will attend the Recycling Factory held at Helsinki’s Cable Factory every spring (this year on 24-25 April). Plan B creations will also be seen in the Recycling Factory fashion show. The company offers “deluxe fashion packages” for companies and groups of ten – so get some friends together and design your own trashion!

Find Plan B here
Lönnrotinkatu 45, Helsinki

Helsinki Reuse Centres

Recycling Factory

Irina at work