ROOTED IN OUR ORIGINS, BOLDLY LOOKING AHEAD.
There are moments in life when we must pause. Not because we've lost our way – but to understand more clearly why we walk this path in the first place.
Sasta was born in the deep silence of the wilderness – where the wind speaks and the earth carries us. For over 50 years, we’ve followed our own trail – guided by weather, nature, and people who know what life feels like when you dare to live it outdoors.
But the world changed. Nature took on a new meaning. Sustainability was no longer a choice – it became a given – part of who we are. And people began to seek something more authentic. Something they could trust. Something they could belong to.
That’s when we asked ourselves: "Can the world truly see the fire that burns within us – our vision, our passion and the flame in our hearts?".
A return to our beginning – a step forward with heart
This brand renewal was never just about words, colors or logos. It was a journey to home. Back to the source – to the moment when it all began. Urpo’s hands, coarse wool, and the will to survive on nature’s terms. A calling to do things right, from the very start. We didn’t set out to look new. We set out to find ourselves – more truly than ever before.
But it was also about something greater. We wanted our brand to reflect not only where we come from and who we are – but also what we feel. Because nature isn’t just inspiration. It offers silence, strength and clarity. A feeling of belonging – something no one can explain, only feel. And we wanted that feeling to live in us more clearly. To create a sense of connection that is like nature itself: powerful, honest, grounded and real.
We didn’t renew ourselves to appear different. We renewed ourselves to feel more authentic. So that everyone who wears Sasta can feel the same – not disconnected from something real but part of something deeply rooted, lasting and human.
Today – a feeling that moves with you
Sasta is still everything it has always been. But now, it also shows in how we look – and how we speak. We stand proudly behind who we are:
- A Finnish family business, rooted in the wilderness.
- A team that works with responsibility, love and honesty.
- All of you – the Sasta people across the world – with whom we share this journey and live in the rhythm of nature.
- A brand that never shouts for attention – but earns it through its uncompromising spirit.
We didn’t renew because we had to. We renewed because it was time to be seen and heard – on our own terms. And when you’re standing in the forest, rain tapping on your hood, the unshaken earth beneath your feet, and nothing feels missing – you’ll know.