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from Finnish illustrator Tove Jansson

Moominvalley

© Moomin

Step into the magical world of Moominvalley, where Moomintroll and his enchanting friends—Snufkin, Little My, and Snorkmaiden—embark on whimsical adventures. Created by Finnish illustrator Tove Jansson, the MOOMIN comic strips have captured hearts across generations. Defying societal norms, Tove pursued a career as an artist and lived openly as a lesbian. The MOOMIN collection of recycled tote bags resonates with us, celebrating individuality, resilience, and the joy of embracing life’s uncertainties with courage and optimism—just like Moomin and his friends.

Tove Marika Jansson

Tove Jansson (1914–2001) was a Finnish-Swedish artist, writer, and illustrator celebrated worldwide for her creation of the Moomin characters. Born in Helsinki to a family of artists—her mother was a graphic designer, and her father a sculptor—Jansson was raised in an environment that valued creativity, freedom, and expression. Her early years were marked by storytelling and art, fostering a sense of wonder and curiosity that would shape her later works.

Jansson studied art at the Tekniska Skolan in Stockholm, then continued her studies in Paris and Helsinki, developing her skills as a painter and illustrator. In the 1940s, she created her iconic Moomin characters, first appearing in comic strips and later expanding into a series of books. These stories, set in a magical world inhabited by the gentle, hippopotamus-like Moomins and their eccentric friends, blend whimsy with philosophical reflections on love, identity, and the beauty of nature. The Moomin series became hugely popular, resonating with both children and adults and establishing Jansson as an international figure in literature and illustration.

Beyond the Moomins, Jansson was an accomplished painter, often inspired by Nordic landscapes and the sea, a lifelong fascination that was influenced by her summers spent on the remote island of Klovharun in the Gulf of Finland. She also wrote several adult novels and short story collections, including The Summer Book and Fair Play, where her themes of solitude, independence, and relationships emerged through quiet, reflective prose.

Throughout her life, Jansson remained dedicated to her art, embodying a rare blend of warmth, wit, and philosophical insight that continues to inspire readers and artists around the world. Her work, whether in literature, visual art, or storytelling, captured the spirit of Nordic culture, the essence of human connection, and a unique worldview that celebrates individuality and nature’s beauty. Jansson’s legacy endures, making her one of Finland’s most cherished cultural icons.

Share the Magic of Moominvalley

Got your LOQI x Moomin bag? Bring a bit of Moomin magic to the world! Show off your style and tag us to inspire others with these whimsical designs. #LOQIxMoomin