Designer Profile: Jonna Helin

Jonna Helin, Editor-in-Chief of Laine Magazine, has been an important ambassador for knitting and has helped bring Finnish knitting expertise to international recognition.

How did Laine get started?
Laine was born out of passion and a desire to experiment. I’ve worked as a journalist my entire adult life, since my early twenties, but my career also includes a few years as a yarn shop owner. About ten years ago, I started thinking about how I could combine these two passions—publishing and yarn—and the result was Laine.

What does a typical workday look like for you?
My work has changed quite a bit over the past couple of years, and most of my time is now spent on strategies, contracts, and numbers. I respond to dozens of emails every day, and every now and then I get to tap into my creative side: writing newsletters, taking photos, designing knitting patterns… I travel constantly for work—well over a hundred days a year.

“One of the most memorable experiences of my career has been creating the Novita × Laine yarn in collaboration with Novita and the West Yorkshire Spinners. Developing a yarn from the fiber choices onward had been a subconscious dream of mine for a long time, and the process did not disappoint. It has challenged me in entirely new ways, and given me opportunities to learn and be inspired.”
Jonna HelinCreative Director, CEO and Editor-in-Chief, Laine Publishing

What fascinates you about knitting?
Everything! For me, knitting is one big adventure - I’m constantly discovering something new: new yarns, new sheep breeds, new knitting techniques and tools, knitting friends, events… And if there’s one thing I truly love, it’s learning something new!

What do crafts mean to you?
Crafts are my roots: they connect me not only to my parents but also to my grandparents. I grew up surrounded by handmade things - the clinking of knitting needles is the soundtrack of my life. Crafts are also a way for me to express myself. I come from modest circumstances, and if I wanted something new, I had to make it myself. Luckily, I was never discouraged -quite the opposite, I was encouraged to experiment.
Knitting keeps me grounded: it has helped me through long, difficult periods in life and calms my ADHD brain. It has also given me a community - friends and colleagues from all over the world.

What kind of patterns do you most enjoy designing?
I don’t really consider myself a knitwear designer - I’m a publisher, a writer, and a bit of a photographer. But I’ve been knitting my whole life and I know my style well: I love relaxed simplicity. I only knit garments I want to wear myself, and often I write patterns based on my own notes to share the joy with others.
I mostly knit sweaters, and my all-time favorite is a traditional, top-down, simple raglan pullover. I also love oversized drop shoulder sweaters. My favorite stitch pattern is plain stockinette.

What do you find most challenging about designing knitwear?
The biggest challenge is lack of time. I constantly have dozens of knitting ideas, but I can’t realize them all - and that’s frustrating.
The most rewarding part is when a pattern becomes someone’s go-to. I’m still amazed by how many people have knitted multiple Lento sweaters. Just last week, someone wrote that they were knitting their seventh Lento - some have made ten!

Mosspath – understated elegance

Mosspath cardigan is born from carefully considered details: a relaxed fit, a casual European-style shoulder line, a shallow V-neck, and a button band worked in double knitting. In its subtle design, the high-quality yarn takes the spotlight it deserves. Mosspath is knitted seamlessly from top to bottom using Novita × Laine DK yarn.

Hawort – your everyday go-to knit

Hawort is a knit you’ll want to wear again and again - whether paired with a dress, a button-up shirt, or a simple tee. Worked with Novita × Laine DK and Edith yarns held together, it combines texture, comfort, and timeless style. The relaxed silhouette, textured stitch pattern, and clean lines make it a perfect companion for quiet moments at your desk or breezy walks outdoors.

What do you think characterizes Finnish knitting culture?
Knitting is part of our everyday life - a beloved craft whose significance can sometimes be overshadowed by its ordinariness. But when you pause to reflect on knitting, memories come flooding back: your grandmother’s hands, mittens soaked from snowball fights, wool socks made by your mother, a sweater knitted for a friend, a skein bought on a trip. To me, that’s the essence of Finnish knitting - familiarity and comfort.

What do you do when you're not knitting?
If I’m not knitting in my free time (sometimes my shoulder or thumb acts up and I have to take a break), you’ll probably find me at a hockey game, reading a book, or somewhere out in the world.

What are you currently working on?
At least a couple of cardigans and a couple of sweaters. And soon I’ll cast on a shawl that’s been quietly forming in my mind.