Finnish brand Sasta has kept hunters warm and dry for the past 50 years 

Urpo Saastamoinen founded Sasta in 1969 as he could not find the right clothing for the Finnish wilderness. Urpo designed his own wool suit, using Sarka wool, which is still in use 50 years later. 

Manufactured from 70 per cent recycled wool and made in Italy, Sarka provides all the benefits and functions of wool, it is water resistant, and keeps you warm even when it gets wet.

Sasta was one of the first brands to receive the licence for Gore-Tex, and has also worked with Polartec, Ventile and Primaloft in the past half-century. 

Although Urpo has retired, the family remain involved in the business. Juha Latvala became Managing Director in 2014 and now leads the close-knit team. Juha commented: “We are known for our high quality and technical products. Our location [in Northern Karelia] allows us to develop and test the best products for the most demanding hunters and outdoor enthusiasts. 

“We do not change our styles regularly as we are not a fashion company, instead, if a product works, we keep it and improve it along the way, enabling us to provide the best possible functionality and quality to our customers.

“Our products are manufactured at factories where we have long-lasting relationships and whom we can trust. Most of these factories are in the Baltic states and overseen from our offices in Finland.

“Our emphasis on sustainability and a respect for nature continues to be our core business practice. We ensure that our products are of the highest quality and function that Sasta users have trusted over the last 50 years.”

Jackie Maguire joined as a UK agent last year and commented: “The company seemed to disappear off the radar, then a couple of years ago I had a chance meeting with the previous agent who informed me that Sasta were back; I locked onto this and found them. Becoming the UK and Ireland agent has been my dream – I love working with the Sasta team.” 

To enquire about becoming a Sasta retailer, call 07456 141666 or email


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