Keli is a brand for people who love the outdoors, founded in 2015.
Keli manufactures and sells high-quality merino wool clothing for sports, outdoor activities and leisure.
-Why does sportswear always look like sportswear and why is it not made in Finland?
-Why does sportswear start to smell after use, even if you always wash it immediately after use?
These were the questions that swirled in the minds of Keli founders Sanni and Timo when their idea for their own company began to sprout in the fall of 2015. They wanted stylish and functional sportswear that was environmentally friendly, ethically produced and made in Finland. Since it was difficult to find anywhere, they took matters into their own hands. Keli Clothing Oy was born.
With their experience in cycling and a designer’s vision, everything started from scratch, acquiring contacts from fabric manufacturers to zipper manufacturers and everything in between. The material chosen for the clothes is merino wool, a natural fiber whose properties make it a superior material for sportswear. We spent the holidays wondering where to find a sufficiently high-quality wool knit that didn’t contain any synthetic fibers. But then we received samples from a factory in Italy that had been making wool knits for over a hundred years, and after that we didn’t have to think twice about where the clothes were made. The knit felt so high-quality and silky that it would be just the right wool quality for Kel.
This wool knit is denser and smoother than any merino wool we’ve ever seen in sportswear. As a result of diligent testing, it was found that it holds its shape and withstands machine washing well. Apparently, the Italians know how to make wool fabric in addition to high-quality bicycles!
The merino wool itself comes from the fabric manufacturer’s own sheep farms in New Zealand and is ZQ-certified and mulesing-free.
From the beginning, the goal has been simplicity and elegance in the clothes. Inspiration for the colors has been gathered from the trails by studying nature’s own color combinations.
The production chain has always been transparent; who sews the clothes and where the zippers and other accessories come from. Unfortunately, not everything can be obtained from Finland, but everything that has been obtained has been purchased from Finland.
Keli has lived a quiet life in 2024, but now, in 2025, Keli Clothing Oy has changed owners! Tomsport Agency Oy from Turku bought the entire share capital of Keli Clothing Oy and will continue to operate as its own company. Tommi Reunamäki is responsible for the operations of both companies.
Tomsport Agency Oy was founded in 2014 and over the years the company has acted as a representative for many foreign cycling and sports-related brands, the longest-standing (from 2014 to the present) partnership has been with the renowned cycling clothing brand Endura. Tommi himself is already a middle-aged “young man” who has spent his entire working career in the sports equipment industry.
Cycling and all kinds of outdoor activities are part of life and “Patu”, the red and white Irish Setter, makes sure that you have to go outside, no matter what KELI is!!
“I have really liked the Keli brand and I am privileged to be able to continue the journey that Keli started. I received a good legacy and I will do everything I can to ensure that Keli returns to the market. I want to keep Keli’s merino products “Made in Finland”, even though manufacturing in Finland has become increasingly expensive. I still believe that consumers know how to choose the right products and that there is always a demand for products made in Finland”
Let’s hope that there is always a good KELI in Finland!
Best regards
Tommi
