ABOUT US
It all started with a freak out
Our story began somewhat unexpectedly with our first contact with a material the likes of which we had never encountered before: 81% kid mohair .
So soft and fluffy, airy as cotton candy. And above all, not itchy at all, unlike mohair knits typically are. Like a hug on the skin. You could have just wrapped yourself in the material and sunk in, we want more of this!
One of our founders, Emmi, often says that she wants to experience that first touch again and again. There was something about it.
We want to bring color to your life
We soon noticed that the stores were lacking colorful, good-quality knitwear. We were tired of the same neutral beige and greige that filled the shelves.
In addition, our customers started commenting right from the start how wonderful it was to have colors in the selection. This led to the idea of investing in an even more colorful selection, so that everyone can find something for themselves. Currently, our color selection includes up to 25 different shades.
Just be yourself, it goes for you!
From the bar terrace to the year's desire
Many of our customers have encountered us for the first time at CocoHango, Finland's most popular summer terrace, when we were partying and dancing, while of course selling knitwear. This has become a fun and unique tradition that has surprised many.
However, the knitwear became such a phenomenon that in the fall of 2025 we appeared on the main stage of the I love me fair to receive the prestigious Desire of the Year award presented by Sami Sykö.
We still want to continue the fun CocoHanko tradition, but at the same time grow our world with the joys of life. So who knows where we'll go or what we'll do, but you're welcome to join in the fun, itgoes as itgoes!
What is especially important to us?
1. Quality above all else
We don't do everything, and we don't want to. We focus on high-quality materials that we really love.
2. Color is attitude
We believe that clothes should feel good – and look good. For us, colors are not a trend, but a way to bring joy to everyday life and celebrations. We believe that everyone is at their most confident in their own shades.
This is how it looks in practice
When quality is the starting point and color is the attitude, the way of doing things is also clear.
We are a Finnish brand and we produce in Finland, Tallinn and Italy, together with well-known manufacturers.
We want to create clothes that you will reach for again and again and that bring joy and confidence to your life.
Follow our journey
@itgoesofficial