justudios - hfw 2023: sustainable skatewear, made in finland

* Orginal source: click here

23 JUL

WRITTEN BY SOPHIA GROVES

I should have known from the crowd that formed at the brand’s Helsinki Fashion Week show, what was to come down the runway. Billed as THE brand for sustainable unisex streetwear in Finland, JUSTUDIOS has gained their cult following by creating made-to-order pieces, all produced in Finland, that answer to current trends but also build upon a framework of easy-to-wear silhouettes.

DENIM DRESS MADE FROM OLD JEANS & LONG DENIM JACKET.

All made in Finland.

What was a breath of fresh air, believe it or not, was that I could see this collection on ANYONE, anywhere. And dare I say, it’s commercially viable - a term we don’t throw around in the world anymore due to the connotations of waste and greed it has come to present, but something that I think it still important to talk about when it comes to making money in an industry that is well-known for leaving little room for small creatives to prosper.

Another detail I loved, was the painted skateboards that accompanied some of the looks, each unique and the perfect real-world setting for the ‘curated base collection’ as the brand have called it.

REWORKED DENIM BLAZER, TIE & SKIRT.

All made in Finland.

JUSTUDIOS took something we see every day, streetwear, and turned it into something I wanted and could see in my wardrobe for a long time - no obnoxious logos, a series of basic cotton items, neutral colours and durable fabrics. Don’t worry, this wasn’t a Fruit of the Loom offering, there was a beautifully structured denim corset, artfully hand-bleached jeans, tennis socks tastefully initial-emblazoned and some VERY well executed raw hemming and parachute silhouettes. My summary of the collection: Japanese streetwear meets Dsquared², in the best way.