Finnish footwear brand Kuoma labels shoes “Made in Finland” despite significant production in Indonesia

The Finnish outdoor footwear manufacturer Kuoma has marketed its products as domestically made, yet a substantial portion of some models—including materials and assembly—originates in Indonesia, an investigation by Finnish public broadcaster Yle reveals.

Several Kuoma shoe models, such as the Kulkija winter boot, arrive in Finland nearly complete from Indonesian factories, with only the sole and insole added in Finland before receiving the “Made in Finland” label. The shoes, their packaging, and accompanying marketing materials—including the Avainlippu (Key Flag) domestic product symbol—prominently feature Finnish branding, despite the limited domestic work involved.

Two sources with deep knowledge of Kuoma’s operations, along with internal company documents reviewed by Yle, confirm that the share of foreign production has grown as the company faces financial strain. In a 2023 interview with Maaseudun Tulevaisuus, Kuoma’s then-CEO emphasized a commitment to Finnish manufacturing due to uncertainties over ethical standards in Asian production—a stance the company has since reversed.

CEO Sanna Kittilä, who took helm in August 2025, acknowledged in interviews with Yle that roughly 10% of Kuoma’s current revenue comes from products with some Asian production link, a figure expected to rise in coming years. She cited cost pressures and specialized waterproofing technology—unavailable in Europe—as key drivers. “We need lighter, waterproof winter footwear for Finland’s milder winters,” Kittilä stated, defending the shift.

The company’s financial troubles stem largely from the collapse of its Russian trade following the Ukraine war, with revenues dropping by roughly a third and losses exceeding €1 million last year. Kuoma’s iconic tubular winter boots for children, long a staple of its brand, remain mostly Finnish-made, with 70% of production—including final assembly in Kuomiokoski and Mäntyharju—still domestic. However, even these boots now use Latvians-stiched uppers.

Kuoma’s website previously claimed materials “mainly” came from Europe and Finland, with no mention of Asia. The Asian production share was only added to the site after Yle’s inquiries.