Like many indigenous peoples, the Sami of Scandinavia have a deeply rooted respect and connect to nature. Keeping a harmonic balance between humans, plants, and animals is the root of their culture, and has been so for thousands of years. From these values, BonnieSiefers established luxurious and affordable eco-clothing line Jonäno in 2005. In their native language, jonäno means "everybody healthy," symbolizing the company's dedication to sustainable fibers and fair trade practices.
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