Phonetically, YO ZEN sounds like the Finnish word for swan, ‘joutsen’. There is a story linked to the brand name’s origin: “The winter of 2010 was a particularly cold one and temperatures dipped to below minus 30 degrees Celsius. We found an injured swan that we named Jens, and took care of it throughout the winter. In the spring, Jens flew away fully recovered. Jens definitely has a place in our hearts and we wanted to pay homage to him in our name, logo and designs,” explains Kouri, laughing. “The whooper swan is also Finland’s national bird so it fits perfectly.”