Thursday, August 29, 2013

New fashion in Finland, part 6: FRENN

Happy fellows behind the new menswear label, born in Helsinki: Jarkko Kallio and Antti Laitinen. Photo©Paula Hietaranta

Oh, those lovely guys!
I have been admiring Jarkko´s bold sense of fashion and Antti´s perfect talent of tailoring for some years, and now the big day is here – yesterday they launched their own menswear label.
FRENN (the name started as Fresh Nordic Tailoring and became Frenn having the meaning and sound of a friend) is the basic garderobe for every occasion, with a twist. 
It is a bit soft, a bit rough, a lot refined - made for the urban working man who appreciates quality, comfort, style and lasting values. 
The handmade details make the whole picture complete and bring the message from those golden times when clothes were worth of keeping and cherishing. 
Read more about the story and ideas here
Fashion photos © Lauri Eriksson
Since the beginning of September FRENN is available in these shops in Helsinki:
THE MEN by My o My, Erottajankatu 9,
Sauma, Bulevardi 14, and
Acolyth, Iso Roobertinkatu 40.

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