Meet the Team

We bring you the innovation and insights that matter to your consumer

Our passionate team of trend experts is by your side. Not just to deliver our leading research and analysis. But also to help you implement it quickly and correctly, to create winning products.

Our mission is to help transform the fashion industry through practical trend innovation and consumer relevance – in ways that are better for the people, the planet and profit.

Curating innovation since 2002


specialists globally

identifying and tracking fashion and lifestyle innovation



providing daily insights to our London trend HQ


innovator trends

filtered monthly, and validated across trend timeline

How it all began…

Headquartered in London, Trendstop was founded in 2002 by Jaana Jätyri, a leading fashion futurist and sustainability advocate.

A Finnish-born Central St Martins graduate, Jaana set up a ground-breaking business in her early 20s providing pre-made CAD design libraries to the UK’s leading fashion retailers. Her clients soon began requesting seasonal trend silhouettes. And the idea for Trendstop was born

A team of experts by your side

Jaana heads up a team of passionate trend forecasters, strategists and creatives who are driven to elevate fashion and lifestyle brands.

We love to optimize consumer and market opportunities, and help grow sales in ways that are kinder for the planet and people.

Today Trendstop is the world’s foremost fashion trend innovation agency, counting some of the world’s most innovative brands as clients and collaborators.

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Helping you create less but better fashion

75% of most fashion business’ sales comes from only 25% of products. That means a lot of time, money, and resources are wasted on items that don’t sell.

At Trendstop, we get you ahead of what your consumer will really think, want, and need tomorrow. And help you apply these trend foresights to your strategy – quickly and effectively.

So you can cut the waste. And innovate only what sells for better profits, happier customers, and a healthier planet.

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Watch Trendstop CEO discuss how brands can shift to more sustainable thinking

Our team works closely with you

“I love being able to talk with you guys about different ways to work, and incorporate different touch points or ways we can improve our process – and how you can help us refine it. It’s really exciting to have that relationship!”

Trend & Colour Manager

VF Corporation

“Very impressed with your team. So professional and knowledgeable.”

Merchandising Director

Landmark Group

“Trendstop are a breath of fresh air.”

Global Design Director


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Let’s start a conversation

Let us know what you are looking for. And let’s chat how we could help.