Joni-Oliver Malmi is a Creative Director at Finlayson & Co in Helsinki, Finland. Previously he worked as a Brand Director at Makia Clothing, a brand he co-founded.
Joni operates where creativity meets strategy. He leads projects with a strong creative vision rooted in practical business intent, driven by an entrepreneurial mindset that encourages building, refining, and innovating. His forward-thinking, solution-oriented approach results in meaningful work that advances both present goals and future development.
Finlayson & Co
2019 – Current
Finlayson & Co is one of Finland’s largest textile groups, consisting of the brands Finlayson, Vallila, Makia, and Aino & Reino. In recent years, each brand has undergone a significant refresh. As Creative and Strategic Director, Joni has led the strategic development of all four brands. More recently, he has focused on connecting brand fundamentals with marketing campaigns, ensuring consistency through the internal creative agency’s execution and delivery.
Makia Clothing
2010 – 2019
As Co-Founder of Makia Clothing, Joni helped grow the brand from a small independent startup into Finland’s leading streetwear company. Makia evolved into a mainstream Finnish brand and, in 2018, was ranked by marketing professionals as the country’s #3 most valuable brand—just behind Apple and Tesla. The company was acquired by Finlayson & Co in 2019.
Private Contractor
1998–2009
Joni worked in the action sports industry, representing global U.S.-based brands such as Oakley Eyewear, DC Shoes, and Forum Snowboards. He spent over 250 days a year traveling across North America, Canada, Europe, and Japan, taking part in media productions and events in diverse team environments, that promoted the brands worldwide.