Itsu is short for Itä-Suomen Sähkö (Eastern Finland Electricity). The company manufactured lighting fixtures inspired by the modernist aesthetic of the time. Simple shapes and affordable materials – mainly metal and glass – in a streamlined process to reach more consumers. The company merged with Idman Oy in the fifties, a big manufacturer who owned Taito, the company founded by Paavo Tynell. Designs from Itsu bear some resemblance with the signature style of Tynell, some would say that they were heavily influenced by it. Experts think that there was crosspollination among the different designers who freelanced for the company, much to the delight of today’s collectors.