Transparency Talks: Tarinii Martinsen

Tarinii Martinsen launched her eponymous label, Tarinii, during Oslo Runway NEXT in 2023. Since then, the brand has presented new collections, appeared in pop-ups, and gained attention from the press. With a focus on craftsmanship, made-to-order production, and a more expressive approach to menswear, Tarinii is building a thoughtful business in an industry often driven by speed and volume.

We visited Tarinii at her studio in Oslo, where deadstock fabrics, carefully constructed garments, and intricate patterns reflected the hands-on nature of her work. Throughout our conversation, we discussed her journey, her approach to design, and what's next for the brand.

© Julie Pike

Can you introduce yourself and share a bit about your professional background?

I studied fashion design at the Istituto Europeo di Design (IED) in Milan, graduating in 2015. After finishing my degree, I wasn't entirely sure about my next steps, so I started creating small collections, experimenting with design, and setting up an online store. I spent several years perfecting my pattern-cutting and tailoring skills, making sure my work looked as good inside as it did outside. Without much of a student loan left, I decided against pursuing a master's degree and instead focused on learning what I felt was essential. I worked quietly for years, refining my craft, before officially launching the brand at Oslo Runway NEXT in 2023.

How have your life experiences shaped the brand Tarinii into what it is today?

When I look back at a collection, I can see what I was feeling and experiencing at the time I made it. I don't know how to separate myself from my work; it feels like my life experiences are everywhere.

Your business model is built on made-to-order production and local craftsmanship. Why is that so important to you?

I want people to feel closer to the individuals who make their clothes. There's something beautiful and meaningful about creating something with your own hands, yet as a society, we've grown detached from that process. I want to preserve and celebrate craftsmanship in the physical world, not only on a screen.

When starting, I didn't have the resources to produce large collections, so I had to rely on my skills. But even now, as my brand grows, I don't want to lose control over the process or contribute to overproduction and unethical manufacturing.

Made-to-order production is something I wish we could do more of, as it eliminates excess inventory and overproduction. For me, it means I only use the materials I have on garments already sold. Of course, there's a hurdle—many customers are used to instant gratification and don't want to wait three weeks for an item. But this model makes sense, especially when producing in-house. Additionally, I work with deadstock fabrics—the very last of what suppliers have left. I can only make what sells, so I have to prioritize carefully. This limitation forces creativity and reinforces the value of each piece.

© Julie Pike

Transparency is a major topic in the fashion industry. What are your thoughts on upcoming regulations and using transparency for storytelling and value creation?

For me, transparency is simple. I don't have to go through extensive documents to trace my supply chain—it's all in my head. I know where my materials come from, how they are sourced, and who is involved in the production. Because I have nothing to hide, I want to share that information openly with my customers. I believe transparency isn't just about compliance; it's an opportunity to tell the story behind each piece and create a stronger connection with the wearer.

Do you think a digital experience of your products and brand can help you better communicate Tarinii's values and circular services, such as repairs?

Absolutely. Right now, I am working on developing a stronger digital presence for my brand. I want a website that doesn't just function for sales but also tells my story. Digitizing information about my products, processes, and circular services would make it easier to communicate my values.

Circularity is something I'm still developing. While I haven't been able to focus on end-of-life solutions in depth, I do consider longevity in my designs. I work with mono materials to make recycling easier, though I still face challenges—like using polyester thread for durability. Eventually, I want to introduce a buy-back program to reuse materials. I already offer tailoring adjustments, hemming, and waist alterations to extend the life of my garments.

You blur the lines of traditional menswear and encourage self-expression through clothing. How did that become a core part of your brand?

During my final year at IED, I became increasingly drawn to menswear. I noticed that men's clothing often lacked excitement and variety, and I wanted to challenge that.

At the same time, I saw one of Craig Green early shows, and it was a major inspiration. He showed that menswear could be exciting and artistic. That stayed with me, and I wanted to bring that sense of creativity into my work, in my own way. Men's fashion shouldn't be limited to rigid conventions—playfulness and self-expression should be at the centre of it.

You were selected to be part of Oslo Runway NEXT for the 2024 season. What did that recognition and support mean to you?

It was incredibly important. Organizing a runway show is expensive, and I didn't know much about the logistics before participating in NEXT. Having shared responsibility and support made the process much more manageable. For a small brand in Norway, opportunities like this are crucial. Without this type of initiative, doing it alone in the early stages would have been nearly impossible. I've been waiting for a program like this, and I'm grateful to be part of it.

© Julie Pike

2025 has just started. What's in store for Tarinii this year? Any major milestones or goals?

My main focus is on commercialization and sustainable growth. I want to create a functional website that not only sells but effectively tells my brand's story. I'm also part of the Oslo Runway NEXT mentorship program, which will help me navigate these next steps.

Another key challenge is finding the right balance between work and life. Running a business requires time and resources, and I want to make sure I'm building something sustainable—not just for the planet, but for myself as well. This year is about refining my business model, expanding my digital presence, and ultimately, making Tarinii a viable and thriving brand.

With a new year ahead, Tarinii is focused on sustainable growth, refining her business model, and expanding her digital presence. As part of the Oslo Runway NEXT mentorship program, she's navigating the next steps in making her brand both creatively and commercially viable. While the challenges of independent fashion remain, her commitment to craftsmanship and intentional production continues to shape the future of her label.

At Repasdo, we believe that transparency and digital innovation can support brands like Tarinii in building a more sustainable and transparent fashion industry. As the need for accountability grows, we look forward to continuing our work together—helping designers communicate their values and bring Digital Product Passports to life in a way that benefits both businesses and customers.