Representation Techniques - Graphic Design

CWK3 Jenni Liinavuori Fashion Marketing and communication, level 4, 2014/2015 representation tecniques 1 graphic design mariano maturana

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Magazine Artboards 3 Introducing 18 Drop Dead Clothing 20h

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Artboards 2015

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Sasu Kauppi

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- A rising designer hope from Finland

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nown for his unique street fashion, Helsinki-based clothing designer Sasu Kauppi has sparked more interest abroad than in his home country. Nevertheless, he regards Finland as an inspiring setting for a creative entrepreneur like himself and would not want to live elsewhere.

Things are going well in the world of Finnish clothing design: the industry has started to gain international interest and is producing several promising fashion designers. These young talents tend to be eager to seek job opportunities abroad, and many of them have been employed by international fashion houses. Sasu Kauppi, instead, wanted to do things in his own way. After graduating from London’s famous art university Central Saint Martins with a master’s degree in fashion, Kauppi decided to return to Finland and create his own clothing brand.

Already during Kauppi’s London years, his urban streetwear outfits were praised by his professor Louise Wilson, who has taught some of the biggest international fashion gurus such as Stella McCartney. After founding his own brand in the autumn of 2011, Kauppi has designed and manufactured several small-scale collections in Finland. In

the last two years, his clothes have been seen, for example, on the catwalks of Paris Fashion Week and Pre Helsinki.

“I actually do not consider fashion design to be a form of art. For me, a piece of clothing is rather a tool for making my ideas and thoughts visible on the streets,” Kauppi highlights.

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owadays Kauppi spends most of his days at his design studio located in the industrial Jätkäsaari neighbourhood in Helsinki. In addition, he acts as a design consultant abroad and teaches design at the Aalto University School of Arts, Design and Architecture. According to Kauppi, his fashion is inspired by things that interest him – such as movies, sports, people that pass by on the street, or even by the Simpsons.

In Finland, one can buy Kauppi’s products only at his annual sample sales.

In fact, the largest markets for his clothing are far away from home.

“My products are currently sold mainly in small boutiques and online stores in Asia, especially in Hong Kong, China, Taiwan, Malaysia and Japan. Moreover, I have got some sales in Britain and in the United States,” Kauppi explains.

When talking about his future, Kauppi is careful, also because of the rumours in Finnish media related to his possible co-operation with American rapper and designer Kanye West. Kauppi expresses his interest in new collaboration opportunities and confirms West’s recent visit to his studio, but prefers to keep quiet about the rest. He is willing to reveal something about his future, however.

“I am thinking of changing my brand’s strategy a little. I will be focusing more on individual product groups instead of complete collections. I will start manufacturing simpler and more affordable products as well as unique products made by hand or even made to order,” he explains.

With or without Kanye West, the international fashion world will definitely hear more about this promising Finnish designer in the future.

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Homegrown clothing fr

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rom Britain’s Steel City.

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-London Store8 Kingly Street London W1 B5PQ Tel: 0207 734 6961 Opening Hours: Monday-Saturday 10.00 - 7.00pm Sunday and Bank Holidays 12.00-6.00pm -Sheffield HeadquartersUnit 4a Rutland Way Sheffield South Yorkshire S3 8DG Opening Hours: Tuesday-Saturday: 10-5pm.

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Steel City’s Finest - Est 2005.

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