Miika Nousiainen – Style of Simplicity
Freelance Writer – TV Professional – Partner at FRENN
FRENN’s new investor, Miika Nousiainen, is a versatile figure in culture and entertainment, known for his simple and understated style. His authenticity and modesty have made him a star.
Miika is a beloved author and a familiar face on TV, renowned for his sharp wit and humor that makes people laugh with ease. He has written five books, two of which have been adapted into films and three into plays at the Finnish National Theatre. Miika has also contributed as a scriptwriter for several TV shows, including Hyvät naiset ja herrat, Putous, and Kingi.
What many don’t know is that before his writing career, Miika worked as a news journalist. Last spring, he was inspired to invest in the Finnish menswear brand FRENN, whose clothing he has been wearing for years.
Fact or Fiction
Miika was born in Haukipudas, spent his childhood in Säynätsalo, and attended school in Heinola. At 17, he moved to Helsinki as a high school student. Since the late 1990s, Hakaniemi has been his base and spiritual home.
"After high school, I was drawn into political science and communication studies. In my third year, I applied for a three-month internship at MTV3’s morning show, Huomenta Suomi. That marked the beginning of my ten-year career as a news and current affairs journalist. My topics ranged from the summer potato harvest to Deep Purple’s concert. There wasn’t a single dull day."
During that time, Miika gained broad general knowledge and a strong understanding of world affairs. He also developed a solid writing routine under tight deadlines.
"In journalism, a news flash had to be under 30 seconds, and a news report under two minutes. From this fast-paced world, I jumped straight into the long-form writing of novels."
The Idea for book called Vadelmavenepakolainen Was Born on an Island in Thailand
The idea for Miika’s first novel had been brewing in his mind since the late 1990s, throughout his career as a news journalist. While backpacking across Asia with his friend Miro on budget Aeroflot flights, they found themselves spending time in a Swedish expat community in Thailand.
"We laughed about how much more harmonious and well-balanced the Swedes seemed to be. That got me thinking—could a Finnish man become Swedish? That was the birth of Vadelmavenepakolainen. I started writing my first book in 2007."
"Coming from journalism, I initially left out adjectives. My writing was extremely concise. My editor had to ask me to describe things just a little more."
For Miika, expanding on ideas has always been easier than cutting them down. At first, his publisher was also surprised that he always submitted his manuscripts exactly on the agreed-upon deadline—another habit from his disciplined journalist background. These days, he allows himself small artistic liberties even in that regard.
A Versatile Talent in Culture and Entertainment
Miika enjoys the diversity of his work and the ability to do what he loves in many different ways. A single role wouldn’t be enough for this social team player—something he became accustomed to during his time in a newsroom.
"For me, the roles of an independent writer and a collaborative TV professional blend together in just the right way. I wouldn’t survive as a solitary author alone. I can always switch between roles when needed. That way, I don’t have to be perfect or all-knowing in just one job. It’s a relief."
"The world is changing, but I don’t believe the importance of text and storytelling will ever disappear. There will always be demand for good stories. Their length and format may evolve, but we have to keep up with the changes."
Miika enjoys being part of creating things that stand the test of time. Pitääkö olla huolissaan? has already run for ten seasons over five years—and the story continues.
Ideas from Everyday Family Life
Miika finds inspiration in cafés and marketplaces, right in the middle of his own daily life. No big getaways are needed—nor would they be possible.
"I’ve written my last two books while being a father. Since having kids, my working hours have been cut in half, and family life largely dictates my schedule. Long walks and bike rides help my thoughts flow. But sometimes, laziness kicks in, and I just end up playing solitaire on my computer."
A Meticulous Researcher
For Miika, getting the facts right is essential. Proper research is a must—otherwise, he wouldn’t be able to sleep at night.
"For Vadelmavenepakolainen, I read 50 books about Swedish culture, customs, and way of life. For Maaninkavaara, I went through 70 books on competitive running, coaching, and doping. Deep down, I might be lazy, but when it comes to this, I set the bar high."
"If I needed more information, there was always someone to call and ask. No interviewee has ever refused to share their knowledge with a fiction writer. All the information is out there—you just have to know how to find it. That’s journalism, too."
On the Side of the Little Guy
Human kindness, solidarity, and the value of the everyday person are close to Miika’s heart. He loves telling stories about overcoming adversity and finding happiness through chaos—even if the journey isn’t always easy.
"For me, it’s important to tell stories through people. Maybe I just want to show that no matter what, you can get through things—as long as you keep moving forward in everyday life."
Style of Simplicity
Miika prefers clean Scandinavian lines and muted colors, but always with a small twist—like a distinctive zipper. His color palette leans toward shades of gray and black. "I often reach for gray—it goes well with my hair color. Navy blue is already a bold choice for me," he laughs. Comfort, simplicity, and a certain neatness are the cornerstones of his style.
"I want to buy quality clothing, but not at an unreasonable price. It has to be worth it. I’m really lazy when it comes to clothing care, so my wardrobe consists of pieces that are easy to wear and comfortable. I have no need for a stiff business suit."
Dressing for the Job
TV work has also made Miika familiar with fashion—every broadcast calls for a different outfit. And when appearing at events like book fairs, he makes sure to wear something he truly feels good in. That way, he can feel both relaxed and confident.
A Familiar Name for Years
Miika first came across FRENN during the filming of Hyvät ja huonot uutiset. Guest Kari Hotakainen was wearing a freshly launched FRENN denim suit—an outfit that left a lasting impression. Something simple, yet full of character.
"I called and visited FRENN’s office in Vallila. That’s where my journey with Finnish menswear began. Since then, I’ve worn FRENN’s clothes many times, both on TV and in my free time. I was really proud of myself last year when I bought a green Paavo parka instead of black. Bold, colorful prints are still a challenge for me, but maybe it’s time to embrace them with an open mind."
"I have great respect for anyone who has the passion and perseverance to build their own brand in Finland. It has been a true pleasure to get to know FRENN’s founders, Antti and Jarkko, and to follow their relentless dedication over the years."
Becoming a Partner at FRENN
When the opportunity arose, Miika didn’t hesitate to become a shareholder in FRENN, supporting responsible Finnish entrepreneurship. A shared desire to create something better brought him together with Jarkko and Antti.
"Sustainability, quality, and honest craftsmanship are close to my heart. I don’t believe in disposable fashion. Often, a slightly more expensive but durable product ends up being more affordable than a cheap one that falls apart after the first wash."
Pintaremontti at the National Theatre in October 2021
Miika’s latest book, Pintaremontti, was published in September 2020. A stage adaptation of the novel premiered on the National Theatre’s Grand Stage on October 27, 2021. Pintaremontti is the fourth of Miika’s books to be turned into a play at the National Theatre.
From the National Theatre’s website:
Pintaremontti is a comedy based on Miika Nousiainen’s bestselling novel (Otava, 2020). The play delves beneath the surface of middle-aged city dwellers’ lives and their emotional struggles—their longing for love and family, their need to care for and be cared for. It offers a hilariously relatable take on today’s picture-perfect reality, where an alluring but deceptive superficiality and inflated expectations push people toward unattainable perfection. Why does the grass always seem greener on the other side? Or could it be that life doesn’t always turn out the way wellness blogs promise? And why isn’t there a check-up clinic for adults?
World premiere on the National Theatre Grand Stage – October 27, 2021
Photos: Eeva Suutari
Book cover: Otava
Clothes: FRENN
