Laine is a high-quality Nordic knit & lifestyle magazine for knit folks. We cherish natural fibres, slow living, local craftsmanship and beautiful, simple things in life. Our intention is to inspire you to gather and share, to be part of a community of like-minded knitters, makers and thinkers from near and far. Knitting is more than just knit, knit, purl. It is a feeling.


Meet the Team – Jonna

Meet the Team – Jonna

What do you do in Laine?

I am the editor in chief of Laine Magazine. That translates to various tasks: I am responsible for planning the content, for scheduling, for contracts with our printers etc. I also take approximately half of the photos that you see in the magazine and on Instagram – Sini takes the other half. Since I have been working as a journalist for my entire adult life (almost 19 years already), I also write a lot. Usually the longer articles are written by me. A huge part of my work is dedicated to our social media channels, mainly Instagram. And yes, one more thing! I also design knitwear: you have seen my pieces both in the magazine and on Ravelry.

What's your typical work day like?

It depends on the time. If we are close to sending the magazine to the printers, my days are all about writing, proofreading, editing texts and photos, layouting ads, discussing things with our AD, communicating with our printers etc. Once the magazine is in the printers we have two weeks to take it a bit easier – and then it's time for the physical part of our job: the packing. We pack and ship every single copy ourselves. It means carrying thousands of kilos of magazines for a few long days.

What's your favourite thing about running Laine?

Independence. We are free to do whatever we like. I wouldn't change it for a thing. Doing something that I greatly believe in is my salvation in many ways.

What do you do when you're not working or knitting?

If I have some spare time, I like to use it for arts: one of my goals is to have my own photo exhibition. I am hoping to photograph it next spring (the concept has been ready for ages). I also love to read and watch football.

Your favourite knitted garment so far?

Oh my, this is a tough question. It varies from time to time. Right now it might be my Halla hat, it allows me to play with colours. I also love my Penguono, designed by Stephen West. It is still a WIP, but I can't wait to wear it.

Your favourite Laine pattern?

Another tough question. I have really loved Birkin by Caitlin Hunter, Treysta by Jennifer Steingass and Lanes by Joji Locatelli.

How did you start designing your own knitwear patterns?
I have always made a lot of clothes, ever since I was a little kid. I think I made my first sweater at the age of ten – I just made it up as I went. But I don't consider myself a designer, I just make simple things that I love. For me, designing is about sustainability and simplicity – I want to create timeless clothes that even my children want to wear when they grow up. You know, go to mom's closet and find something special. I also like to think of the knitting process itself while designing something. I want knitting to be fun and – at this point in my life, with two little kids – easy. 

Recommend a book/movie/artist?

Book: Gail Honeyman: Eleanor Oliphant is Completely Fine.

Movie: Broken Flowers.

Artist: A$AP Rocky.

Where do you get inspiration for all your creative work?

This is a basic answer: mostly from nature. Just last week I took a photo of an almost dead flower and instantly saw a sweater design in my mind. I also love paintings. My favourite artist is Amedeo Modigliani. His way of using colours is mind-blowing. I would love to live in his paintings.

If you could photograph anyone or any place right now, who or what would it be?

It would be our four-year-old sponsor child who lives in Kenya. The biggest work-related dream of mine is to be able to work in charity, taking photos of children all around the world.