About

From beach to city, always feeling confident and comfortable. We are beach lovers, world travelers, life enthusiasts. We are ASUYAMA.

ASUYAMA lifestyle

ASUYAMA is carefree and high-quality clothing to be worn from the beach to the city, day and night. The beachwear was born out of passion to create inspirational, beautiful, high-quality swimsuits and clothes inspired by the relaxed beach life in California.

ASUYAMA swimwear and clothes are designed for women who appreciate quality, environmentally friendly materials and a perfect fit in garments and who want to dress in a personal yet effortlessly elegant way. We at ASUYAMA design clothes that emphasize the best features of a woman's body, clothes in which women feel self-confident and beautiful. We spend time to find and design the perfect fit. Every piece of clothing has to both look fabulous and feel wonderful.

Our key values are eco-friendliness, high quality both in design and in the materials we use. The materials used in the beachwear are top quality swimwear fabrics and in clothing we use only different types of 100% cotton fabrics. All our garments have a soft, exquisite feel. The garments are designed in Finland and made in Estonia.

The ASUYAMA collections are exclusive – we only produce small quantities to make sure our garments stay unique and can only be bought here in the ASUYAMA shop.

Meet ASUYAMA’s designer

ASUYAMA's founder, a Finnish designer Tiina Asujamaa, made fashion a career already at the age of 22 when she opened her own clothing store in Iso-Roba, Helsinki. However, she left the store behind and moved to California. In California Tiina studied fashion design at FCI Fashion School in downtown Los Angeles. Prior to studying, Asujamaa worked as a stylist in Los Angeles and gained insights into the world of fashion. Living both in Hermosa Beach and West Hollywood, she was inspired by the carefree and relaxed lifestyle at the beach. That’s how the idea of ASUYAMA came to life.

"I did wonder if a Finn could design beachwear. I had been creating a career in fashion for a long time and somehow I always knew that fashion and design was what I wanted to do. In California, the idea sharpened and took form and ASUYAMA was born.”

Today Tiina resides and designs clothes mainly in Helsinki and also spends a lot of time traveling around the world for work. She visits all the places where material for ASUYAMA’s products are produced and also pays a visit to the beach as often as she can.

“I’m still a beach bum at heart. I love the sea and the carefree beach life. It inspires me to live my life to the fullest and I want to inspire other women to also follow their dreams, be their beautiful selves and do what they really enjoy!”