That Girl
Almada by
Linda Juhola and Alexa Dagmar
Article by Gili Biegun
6/5/26
Almada Label has become a reference for minimalist elegance and everyday luxury, dressing the It Girls of the If You Know You Know fashion scene. Founded by Linda Juhola and Alexa Dagmar, the brand creates pieces that are thoughtful, versatile, and designed to last.
For JOYS Magazine’s That Girl series, we spoke with the founders about how Almada began, their approach to design, and the principles that have guided the label as it has grown internationally. From fabric and colour choices to sustainability and production, every decision reflects a clear vision and shared aesthetic.
GB: What inspired you both to start Almada Label?
A:We both began our careers in the early 2010s as part of the first wave of professional fashion bloggers in Finland. Over the years, we built extensive experience within the digital marketing industry, collaborating with a wide range of brands and gaining a deep understanding of both storytelling and consumer behavior.
We increasingly felt a strong entrepreneurial pull. We wanted to create something of our own — something that would allow us complete creative control, from the earliest stages of product development to the final expression of the brand. It was important for us to build a world where every detail reflects our vision, values, and aesthetic.
At the same time, we identified a clear gap in the market. We felt there was space for a high-end brand that delivers premium quality and refined design, but at a more attainable price point. This realization became a driving force behind our journey, combining our background in fashion and marketing with a desire to create products that feel both luxurious and accessible.
GB: As long time friends and collaborators, how do your individual strengths complement each other in running the business?
A: We share a strong, aligned vision and aesthetic, but on an operational level we complement each other seamlessly. Alexa is focused on the bigger picture, while Linda is highly detail-oriented. Alexa leads our Helsinki office, and Linda oversees our Stockholm office.
GB: Can you describe the moment you realised the brand wasn’t just a passion project but a serious business with global potential?
A: About a year into the business, we had a turning point when our ‘Alma’ turtleneck began selling out within minutes of every restock.
Shortly after, we launched our Ivy Coat — still part of our collection today—which quickly gained traction, with tastemakers across Europe embracing it.
Interestingly, our factory initially advised against investing in a white winter coat, warning that it had very little commercial potential. That made its success all the more meaningful, and it was a defining moment when we realised the brand had the potential to resonate on a much larger, global scale.
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GB: Almada is often associated with minimalism and timeless design. How do you define “everyday luxury”, and where does that philosophy come from?
A: For us, “everyday luxury” is about creating pieces that elevate the ordinary moments of daily life. It’s not about excess or occasion-driven fashion, but about how something feels, fits, and functions—pieces you reach for again and again that make you feel put together without effort.
Our approach to minimalism is rooted in intention. Every detail, from fabric to silhouette, is carefully considered to ensure longevity, versatility, and a refined aesthetic. We believe true luxury lies in quality, craftsmanship, and the emotional connection you build with a garment over time.
This philosophy comes from our own lifestyles and backgrounds in fashion. Having worked closely with both high-end and commercial brands, we felt there was space for something in between—where premium design and materials meet accessibility. We wanted to create a wardrobe that feels elevated yet wearable, where luxury becomes part of your everyday life rather than something reserved for special occasions.
GB: What role do colour and fabric choice play in reinforcing the brand’s ethos of refined minimalism?
A: Colour and fabric are fundamental to how we express our version of refined minimalism. Our colour palette is intentionally restrained—built around soft neutrals and timeless tones that feel calm, elevated, and easy to integrate into an existing wardrobe. This consistency allows the pieces to be worn across seasons and styled effortlessly, which is a key part of our philosophy.
Fabric choice is equally important, as it defines both the look and the experience of wearing a garment. We prioritise high-quality materials with a beautiful hand feel and structure, ensuring that even the simplest silhouette feels considered and luxurious. Texture plays a subtle but powerful role—adding depth and interest without relying on bold colours or excessive details.
Together, colour and fabric allow us to create pieces that feel understated yet distinctive, reinforcing our belief that true luxury is found in the balance between simplicity, quality, and longevity.
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GB: Sustainability is central to Almada’s identity. What are the biggest challenges and rewards you’ve encountered in prioritising responsible production?
A: Building a supply chain you truly understand and trust takes time, strong relationships, and continuous effort. It’s not something that can be perfected overnight, and we see it as an ongoing commitment rather than a finished goal.
At the same time, the rewards are incredibly meaningful. There’s a deep sense of purpose in creating products that are made to last — both in quality and design — and knowing that our choices can contribute, even in a small way, to a more responsible industry. It also strengthens the relationship with our customer, who values longevity, quality, and conscious consumption just as much as we do.
GB: How involved are you in sourcing materials and selecting production partners, and what criteria are non negotiable for you?
A: We are very hands-on when it comes to sourcing materials and selecting our production partners—it’s a part of the process we’re deeply involved in and care strongly about. For us, these decisions are not just operational, but foundational to the integrity of the brand.
There are several non-negotiables we always come back to. First and foremost, every partner we work with is required to sign our code of conduct, which outlines our expectations around working conditions, ethics, and environmental responsibility. Beyond that, we carefully review audits, certifications, and overall transparency to ensure our partners meet our standards.
Equally important is craftsmanship. We look for partners who share our commitment to quality and attention to detail, as well as those who take pride in their work. Communication is another key factor—we value long-term relationships built on trust, openness, and a shared understanding of our vision.
Ultimately, it’s about working with people who align with our values, so that every piece we create reflects not only our aesthetic, but also the principles behind it.
GB: The brand has grown from a two person operation to an internationally recognised label. What has been the most transformative decision you’ve made as founders?
A: One of the most transformative decisions we’ve made as founders was to be very intentional about building a brand, not just a product. From the beginning, we chose to take a long-term perspective — focusing on consistency in design, quality, and communication rather than chasing short-term trends or rapid expansion.
Another key decision was knowing when to invest in the right people and partners. Letting go of doing everything ourselves and trusting others with different areas of the business allowed us to scale in a more sustainable and structured way.
At the same time, staying true to our original vision has been crucial. As the brand has grown internationally, there have been many opportunities to pivot or adapt, but we’ve always come back to our core identity — refined, minimal, and timeless. That clarity has helped guide our decisions and maintain a strong, cohesive brand as we’ve expanded.
Ultimately, it’s been the combination of patience, focus, and trusting both our intuition and the people around us that has enabled us to evolve from a small two-person operation into a globally recognised label.
GB: Almada is stocked by high end retailers. How do you manage brand positioning between accessibility and luxury?
A: For us, it’s about finding a very deliberate balance between aspiration and accessibility. From the beginning, we’ve positioned Almada as a brand rooted in quality, craftsmanship, and a refined aesthetic, values typically associated with luxury, but expressed in a way that feels relevant to everyday life.
Being stocked by high-end retailers naturally places us within a luxury context, but our approach to design and pricing is what keeps the brand accessible. We focus on creating timeless, versatile pieces that justify their value through longevity rather than trend-driven consumption. In that sense, accessibility is not about being inexpensive, but about offering considered luxury that feels attainable and wearable.
Ultimately, we see ourselves operating in the space between contemporary and luxury, where thoughtful design, high-quality materials, and a strong point of view come together in a way that resonates with a modern, global customer.
GB: You’ve spoken about opening new markets and planning expansions. What direction do you see Almada Label heading in over the next five years?
A: Over the next five years, we see Almada Label continuing to grow thoughtfully and internationally, with a strong focus on building a lasting global presence rather than expanding for the sake of scale.
Entering new markets is a key part of that journey, but always in a considered way — partnering with the right retailers and platforms that align with our brand and values.
At the same time, we want to deepen our connection with our existing community. That means continuing to refine our product offering, strengthening our direct-to-consumer channels, and creating a more immersive brand experience both online and offline.
We also see a natural evolution of the collection — expanding into new categories while staying true to our core aesthetic of refined minimalism. Any growth will be intentional, ensuring that each addition feels like a natural extension of the brand rather than a departure from it.
Ultimately, our ambition is to build a brand with longevity, one that feels relevant globally, but remains grounded in the same principles of quality, consistency, and thoughtful design that defined us from the beginning.
GB: How do your customers influence your design decisions, and what feedback have you found most impactful?
A: The most impactful feedback is often the most practical; comments on fit, fabric feel, and functionality. For example, small adjustments in proportions, lengths, or materials often come directly from understanding how our customers interact with a piece over time. It’s a continuous dialogue that allows us to create garments that not only look refined, but also feel effortless to wear.
GB: Many wearers consider Almada pieces staples in their wardrobes. What do you hope your customers feel when they wear your clothes?
A: We hope our customers feel confident, comfortable, and effortlessly put together when they wear our pieces. As working mothers ourselves, juggling travel, work, and family life, we understand the need for a wardrobe that supports a busy lifestyle without compromising on style.
For us, it’s about creating pieces that require minimal effort but still feel refined and considered; clothes you can rely on to carry you through different moments of the day with ease. Ultimately, we want our customers to feel like the best version of themselves, without having to overthink what they’re wearing.
GB: Finally, who or what inspires you outside fashion, and how do these influences find their way into Almada’s creative vision?
A: Our everyday lives play a big role. Being constantly on the move between work and family life shapes our understanding of what clothing needs to offer; ease, versatility, and a sense of quiet confidence.
These influences naturally find their way into Almada’s creative vision through silhouettes, colour palettes, and material choices. It’s never about translating something literally, but rather about capturing a feeling — creating pieces that feel calm, considered, and enduring.
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