trendstop interview with the CEO

trendstop in the press

Jaana Jätyri sees into the future and tells us how its done.

  • 1. What do you do?

    I live in the future, and bring back samples of what will happen next.

  • 2. What is Trendstop.com?

    It's a vast website full of inspiration, trend translation, uncanny synchronicities from trend spotters around the world, brilliant color, visuals that make you love your job, the coolest things you ever saw in one place.

  • 3. How do you put it all together?

    We have over a hundred great trend spotting minds stationed around the globe, watching the markets, sourcing the cool stuff, interpreting new developments, discovering newness, finding out the who, what, where and why. The analysts at our trend HQ bring all that data together into a reliable forecast, and our robots post new finds onto the site as soon as they are uncovered.

  • 4. Do you create trends?

    Sometimes. At other times it's a question of showing people where to look. I love to inspire people. I like to get them excited about something new and show them how they can work with it.

  • 5. What's your typical day like?

    Trend reporter by day, trend setter by night. I do a lot of trend presentations for our clients, a lot of talks, meeting people at events, spreading the trend love.




  • 6. Who are your clients?

    Anyone who wants to know the next big thing; etailers, retailers, major brands, luxury brands, clothing and accessories' manufacturers, PR companies, production companies, car manufacturers, technology manufacturers, advertising agencies, stylists, celebrities.

  • 7. What do you do for the clients?

    We tell our customer what buyers and consumers will be looking to buy next season. We translate trend concepts into commercial must-haves. We delve into the future for them, and bring back the evidence on what will happen next.

  • 8. How did you get to be the CEO of Trendstop

    I left my native Finland at the age of 19, in search of a fashion career. I found myself in London and with a first class fashion degree from Central St Martins College of Art & Design.

    I fell in love with digital fashion and set up a digital design consultancy. I gave designers from companies like Marks & Spencer and River Island a boost on the road to becoming fully computerized. Once they were fluent in the language of bits and bytes, they said to me that they wanted to know what the shapes will be for next season. That set me on a quest to find out, and Trendstop.com was launched in 2002.

  • 9. Why does anybody need trends?

    Thanks to an excellent media education, the consumer has become insatiable in their demand for trend and newness. Fully understanding all aspect of trend is more important now than ever. A truly insightful trend service like ours helps our clients to sell to this new breed of consumer successfully.

  • 10. What else is new?

    Email me and I might just tell you!