“We took them to bed”: Introducing ‘Broidit’, the new Finnish feel-good fashion video podcast shaking up the scene

Folks in Finland, meet your new besties in all things fashion and lifestyle as Helsinki’s women-about-town and creative extraordinaires Jekku Berglund and Sini Makkonen – better known by her artist name, Sini Sabotage – launch their video podcast Broidit. And it’s not your typical podcast amongst the sea of many, mind you.

“Back in the day – around the time we met in our early 20s [Berglund and Sabotage are now 37 and 39, respectively] – when Cosmopolitan arrived in the mail, it was so exciting and delicious to dig into that month’s issue and read what was new. That’s the same kind of feeling we wanted to bring into this podcast,” Sabotage explains. “It has to be lighthearted and entertaining, but also something people can take learnings from for their own dressing.”

Berglund chimes in: “We talk on the phone about these things – about fashion – all the time. Our friends are always asking us for tips: what to wear to Emma Gaala [aka the Finnish Grammys], which sneakers to buy… so it was like, why don’t we make it into a show with a fresh twist?”

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For an hour’s worth of juicy conversations, celebrity interviews, and top tips on style, beauty and wellness – all packaged into a visual delight captured with cutting-edge gear – Broidit (translating to ‘Bros’), harnesses the duo’s zesty chemistry and playful banter.

Berglund – who has a background in radio and now works as a content creator and head of marketing for Finnish athleisure-forward brand Billebeino (spotted on the likes of Bradley Cooper and Brooklyn Beckham) – and Sabotage – an all-round creative with her own upcycling fashion label and one of the biggest Finnish rap hits of 2010s, ‘Levikset repee’, under her belt – met through mutual friends over 15 years ago. “Everyone was like, ‘Those two shouldn’t meet – their energy is way too wild’ – but we instantly clicked,” Berglund recalls.

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Broidit nods to the nicknames the two have had for each other since the early days of their friendship – long before the term ‘bro’ became common language among Gen Zers. It was Sabotage who first floated the idea for the project last autumn. “I did a podcast before, which focused on my personal life, and that had reached its natural end – I’d said what I wanted to say,” she explains. “But I still felt like continuing with podcasting, and I wanted to do it on a topic I love and am passionate about. That’s when I had an a-ha moment: to do it with Jekku. I started plotting how I’d talk her into it.”

Both Sabotage and Berglund trace their affinity for fashion back to their teenage years when they first began experimenting with personal style, discovering the empowering, confidence-boosting effect an outfit can have (“You’re an empty canvas, and the sky’s the limit,” Sabotage notes). Today – like for many – it’s a form of self-expression, but the women also highlight the much-needed escapism fashion can offer. “We’re interested in fashion from different points of views – Sini crafts a lot of garments herself and is drawn to the artistic, super-creative side, while I’m more into vintage and high-end brands and the stories behind them,” Berglund says.

Serving up the insights the duo has gathered over the years, Broidit approaches style from a relatable, tongue-in-cheek perspective, with the aim of cultivating a dynamic community anyone can join – no matter their level of fashion knowledge. “We’re not trying to be better than anyone else or position ourselves as fashion industry experts – we’re simply sharing our opinions and passion, and what we’ve found works for us,” Berglund says.

Having their podcast in a video format was crucial – as Sabotage puts it, “fashion is so visual.” “I hope our audience tunes in through our YouTube channel,” she adds, though Broidit can also be enjoyed audio-only. And you won’t be disappointed. In addition to Berglund and Sabotage’s own, finger-on-the-pulse musings, the podcast features segments where they help style randomly selected people from their followers – recruited through a callout on Instagram Stories – at Helsinki’s shopping hub, Forum.

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The cherry on top? A throng of Finnish A-list guests who dish out their hot takes on fashion and beyond. “We took them to bed,” Sabotage says, referring to the very cushy suites at the city’s luxe destination, NH Collection Grand Hansa, where the interviews are filmed. The first few episodes see some of the brightest talents in Finnish pop – such as Olga and Isaac Sene – slip under the sheets, with more famed faces to come (though the hosts are keeping those under wraps for now).

“The fact that you actually dare to go for it – and of course, it’s nerve-wracking to put yourself out there and open yourself up to criticism – but at the same time, you’re thinking, ‘We’re doing something fun that people can genuinely get help from and that builds a sense of community’, so that makes it all worthwhile. We’re approaching it very humbly – let’s see what happens,” Berglund reflects, while Sabotage nods in agreement. She adds with a laugh, “12 episodes of total bangers.”

The first episode of Broidit drops this Friday, April 18 at 00:00 on Klangi’s YouTube channel and on Spotify.