MARIMO

Marimo’s innovation is not just in delivering a personal luxury experience, but in educating the customer toward a new mindset: one that embraces intentionality, sustainability, and long-term value in fashion.

Marimo is a small Estonian luxury fashion brand quietly leading a mindset shift in how fashion is worn, understood, and valued. Founded in 2010 by designer Mariliis Pikkar, Marimo challenges fast fashion norms by creating garments that are made-to-order, sustainably produced, and intentionally designed to integrate seamlessly into a woman’s wardrobe and lifestyle.

But Marimo’s most powerful innovation isn’t just in what it creates—it’s in how it educates. From the very first order, clients are personally contacted—not just to ensure proper fit, but to begin a deeper conversation about how the garment will function in their lives. Through measurement confirmation, styling advice, and wardrobe planning support, clients learn how to build a collection that suits them season after season. Marimo keeps track of the pieces each client has chosen—so when a client reaches out, the team can help make thoughtful decisions based on what the client already has and avoid unnecessary purchases. This quiet attention to detail allows the brand to support each client with a sense of continuity, while giving them a deep understanding of their evolving wardrobe.

PERSONAL STYLE AS A SUSTAINABLE SKILL

This educational model is rare in the luxury space—and in the wider fashion industry. It fosters transparency, confidence, and sustainable habits, all while maintaining an intimate and elegant experience. Through ongoing dialogue and styling guidance, clients not only receive a high-quality garment, but also develop essential skills in personal styling. They learn how to combine pieces in versatile ways, how to balance proportions, layer effectively, and adapt garments to different occasions and seasons.

On a broader scale, this shift in mindset leads to more conscious consumption habits. When women understand how to style what they already own, the need to constantly buy new decreases. The ripple effect is powerful: less waste, fewer returns, and a reduction in the overproduction that drives much of the fashion industry’s environmental impact.

PIONEERING MADE-TO-MEASURE, ONLINE

A major turning point in Marimo’s evolution came when the brand introduced its made-to-measure service through its online platform. At the time, the concept was rare —especially for independent labels operating outside of major fashion capitals. “We truly felt like we were one of the first ones doing it,” recalls founder Mariliis Pikkar. “There were no other examples to follow, no roadmap for how to offer personalized luxury tailoring through the internet.” What began as an intuitive solution to connect better with international clients soon became one of Marimo’s key differentiators. Clients could submit their measurements online and receive garments tailored precisely to their proportions—eliminating the compromises of standard sizing, and making high-quality fit accessible across borders.

INNOVATING THROUGH DIGITAL STYLE EDUCATION

In addition to Marimo’s personal, hands-on approach, Marimo is actively developing digital content designed to educate and inspire our clients on how to style their garments. These visual guides provide practical ideas that help women rediscover and reimagine their wardrobes.

For example, on their website, newer products like the classic black slip dress come with a series of styled looks—“office hour,” “festive,” “casual,” and “winter layering.” They also include styling options tailored to different body types, such as “tall model” and “petite model,” so clients can see how the garment fits and flatters diverse shapes.

ROOTED IN ESTONIA, REACHING THE WORLD

The company operates from a small atelier in Tallinn, with a tight-knit team and global clientele. As a part of Estonia’s innovation ecosystem, Marimo reflects the country’s values of craftsmanship, intelligence, and forward thinking. It contributes to a future where knowledge flows freely between businesses and clients, and where sustainability becomes not just a goal, but a shared way of life.

Through its unique blend of education, design, and deeply personal service, Marimo is quietly becoming one of Estonia’s most thoughtful contributors to global fashion—and a leader in shaping a more informed, sustainable, and elegant future.

THE MISSION

“I have a closet full of clothes and nothing to wear.” — every woman once in their life.

95% of our clients have said this—and we’ve heard it consistently over the last 15+ years. We solve the dilemma by creating timeless, versatile pieces that feel luxurious, fit beautifully, and last a long time.

At Marimo, our mission is to help women all around the world look and feel beautiful and confident by creating the most well-fitting and empowering high-quality garments and capsule wardrobes.
— Mariliis Pikkar, Founder & Creative Director –