The Finnish word "pidät" has three meanings — "you hold," "you like," and "you keep" — perfectly encapsulating the brand's philosophy. Founded in Helsinki by husband-and-wife duo Mika and Julie Tolvanen, Pidät champions a circular approach to design, embracing slow design principles to create functional and eco-conscious everyday objects. Through their choice of materials and manufacturing processes, the brand supports craftsmanship and promotes environmental stewardship. Pidät's products minimize environmental impact and inspire consumers to adopt more responsible consumption habits, further reflected in their packaging — a foldable cardboard box that requires no glue or plastic.