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shopping
T H E B A LT I C G U I D E ™ O C TO B E R 2 0 1 4
■ Department Stores Stockmann, Liivalaia 53. B3. The Tallinn branch of Finland’s favourite department store. Tallinna Kaubamaja, Gonsiori 2. B2. This Estonian department store has been in business since 1960 and is now attached to the Viru Shopping Centre.
■ Central Shopping
Centres
Honest Fashion Estonian designer Reet Aus created a trend from trash. TEXT ARJA KORHONEN, PHOTOS ANDREI CHERTKOV
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eet Aus is in many ways a pioneer in the fashion world. She has started the world’s first recycled materials collection and is trying to introduce the idea of using surplus material in mass production in the fashion industry. The phrase nomen est omen or name is mark, comes to mind when you think if Reet. Her surname Aus, means honest and noble, and Reet’s company Aus Design looks for the path towards ethical fashion trends and dealing with problems in the textile industry in the same way. The use of used materials is called upcycling. Reet speaks about this with enthusiasm. When leftover materials are not thrown away, then new fashion is created and the price of those materials rises.
factory’s size amazed Reet, who was used to small scale production. “There are a total of 32,000 workers in the factory. The factory feels like a small city”. Reet Aus introduced her upcycled collection outside of Estonia in 2007. She has been in invited to Berlin, Paris, and London fashion weeks. “At the beginning they told me I was ahead of my time. Suppliers did not even want to buy it”. Now, since the market has changed quickly, Reet’s clothing can be found in fashion boutiques throughout Europe. “Consumers have become
Ahead of her time
The use of used materials is called upcycling.
Reet Aus knows what she is talking about because she even completed her doctoral thesis on the topic at the Estonian Art Academy. Her work looked at Bangladesh’s largest textile factory Bexicom and its social and environmental impact. The first visit to the company was particularly unforgettable. The
more aware of design and environmental issues. People think about who they want to give their money to”, she explains. Reet is therefor a realist and believes that in the future only a small percent of consumers will purchase upcycled products.
Estonian design, all under one roof The Estonian Design House houses a showroom, several design studios, the Estonian Association of Designers, the office of the Design Night Festival, and the design café Klaus. Here you will find everything from interi-
or design to fashion. The work of over 80 Estonian designers is represented at the Design House. ■
Location Design House Gallery Kalasadama 8, Tallinn
Small leaders? Forty-year-old Reet Aus has a PhD and is mother to three children, though she looks like a young girl. Reet is a true Pippi Longstocking, who is exposing the secrets of the fashion industry. After her upcycling collection, Reet is already on to another project. Together with her research group, she is finishing the certificate for her upcycled products. With the help of the EU certificate, the customer will know that the dress on the hanger is truly made with recycled fabric. So that upcycling truly has meaning, large manufacturers like H&M should implement the use of surplus fabrics. We have been talking quietly with large brands, and in principle they would be interested if… “The fashion industry is not happy to admit it, but they too have to take responsibility for waste”. “Leftover material in the fashion industry is in large quantity”. According to Reet’s research at Bexicom, using surplus fabric would reduce waste by half and save 80 on electric and water costs. “Using surplus is easy, and it is useful for everyone, and everyone wins in the end”, Reet confirms. ■
Foorum, Narva mnt 5. B2. Almost opposite the Viru Shopping Centre, Foorum houses a promenade of stylish boutiques. Postimaja Shopping Centre, Narva mnt 1. B2. The newest shopping centre in Tallinn houses an H&M. Rotermanni keskus, Rotermanni 8. B2. This modern shopping centre in the newly renovated Rotermanni district houses gourmet food shops, a Scandinavian furniture store, and many international clothing brands.
Rocca al Mare, Paldiski mnt 102. Free bus from the port. This massive centre was completed in 1998 and resembles a large mall in North America. It is over 54,000 square metres in size and houses 170 shops – everything from food to fashion, Marks & Spencer to a children’s play world. Sikupilli Keskus, Tartu mnt 87. Busses 2, 15 and 54 (Sossimägi), Trams 2 and 4 (Lubja). A small shopping centre located near the airport that houses fashion outlets, a few electronics shops, and restaurants. Ülemiste, Suur-Sõjamäe 4. Buses 2, 7, 15, 65. Located close to the airport, this two-level shopping centre is one of the biggest in Tallinn.
■ Near the port: Lootsi Keskus, Lootsi 8. A3 This shopping centre houses a food store, large liquor store, and top brand clothing and shoes can be found as well.
Solaris, Estonia pst 9. B2. One of Tallinn’s newest shopping centres that houses a cinema, numerous restaurants, as well as a top-end supermarket. Viru Keskus, Viru Väljak 4. B2. Twenty years ago the site of this shopping centre was nothing but a parking lot, right beside the Hotell Viru. In 2004, it turned into a modern shopping complex with over 100 stores.
Merekeskus, Mere pst 10. A3. The Merekeskus is the oldest shopping centre in the area. The two-level complex houses many clothing stores and souvenir shops.
■ A bit further out
Norde Centrum, Lootsi 7. A3. A medium sized shopping centre with a sports apparel shop, grocery store, and more.
Järve Keskus, Pärnu mnt 238. Buses 5, 18, 32, 36, 57. This shopping centre has quite a few furniture shops, as well as a store for everything you might need for your sauna.
SadaMarket, Kai 5. A2 This has the appearance of a market, with many small stalls and shops.
■ Food Markets Baltijaam (Train Station) – Kopli 1. A1. Keskturg (Central Market) – Keldrimäe 9. B3. Kristiine Keskus, Endla 45. Free bus from the port. A modern mall just outside of the city centre. Mustikas keskus, A.H.Tammsaare tee 116. Trolleys 1, 2 and 3. A shopping centre in the west end of the city.
Kalaturg (Fish Market) – Kalaranna 1. A2. Lasnamäe Market – Punane 48a. Mustamäe Market – E. Vilde tee 75a. Nõmme Market – Turu plats 8. Sadama Turg – Sadama 25. A2.