Helgabad is more than a brand—it’s a mindset. Rooted in inspiration, purpose, transparency, and sustainability, the label transforms Scandinavian bathing traditions into modern rituals of mindfulness. At the center of this philosophy is the KAFTAN(EN), available in our THE Stylemate Online Shop.
What Helgabad Stands For
The name itself tells the story: helga means “holy,” bad means “bath.” Together, they represent a sacred, mindful moment. Founded in 2021 by Pia Knoester in Helsinki, Helgabad offers Nordic bathing essentials that add depth and serenity to everyday life.
The Philosophy
Built on the pillars of inspiration, purpose, transparency, and sustainability, Helgabad encourages people to embrace water rituals—whether cold-water dips, surfing, or simply mindful post-bathing moments. The KAFTAN(EN) plays a central role in supporting these experiences.
Signature Piece: The KAFTAN(EN)
Originally inspired by the desire for a stylish, practical alternative to a towel, the KAFTAN(EN) has become Helgabad’s signature piece. Crafted in a GOTS-certified factory in India, it embodies minimalism, sustainability, and functionality.
👉 Available in our THE Stylemate Online Shop, the KAFTAN(EN) invites you to bring Nordic mindfulness into your daily rituals.
A Brand with Heart
The name Helgabad also honors Pia’s grandmother Helga, whose life in India and work in global health shaped the spirit and purpose of the brand.