Valli and Riekki have three children each. They had been looking for nice, functional clothes for them during a time when ‘60s and ‘70s retro styles were dominating children’s fashion in Finland. It started to seem as though the only way to get eco-friendly, modern clothing for their kids was to produce it themselves. They started their business in 2013 from a home office with just ten products. After one year, they were able to draw salaries from the business, and today, Gugguu has an online shop, a warehouse and several retailers around the world selling their products.