Dusty’s Design Philosophy Dusty is a Finnish avant-garde men’s fashion brand by designer Marjut Uotila. Dusty mixes minimal Scandinavian design with more traditional menswear aesthetics and art-oriented viewpoint to create wearable signature pieces. The goal is to offer desirable items that are artistic yet wearable.
History Dusty was established in 2002 soon after I graduated as fashion designer from Lahti Polytechnic Institute of Design. The concept of Dusty has been developed through years with main focus on innovative design. Although based in Finland, right from the beginning Dusty has been designed for contemporary men around the world. Dusty’s first international client was prestigious Japanese fashion retail chain Beams Co. Dusty has been sold in Beams’ International Gallery in Harajuku, Tokyo, since Spring-Summer 2005 season. Dusty took a big step forward in summer 2007, when I quit designing other freelance projects and decided to focus solely in development and internationalisation of Dusty. First Dusty collection introduced to wider international audience was Spring-Summer 2008 collection “Afrika”, which was presented in Rendez-Vous-Paris Homme showroom in Paris and Ideal showroom in Berlin in summer 2007. As a result, I was invited to present Dusty Autumn-Winter 2008 collection called “Prettiest Kind of Wilderness” in New Beat(s) section of Pitti Immagine Uomo in January 2008. Pitti Uomo is the largest and most important men’s ready-to-wear fashion exhibition in Europe held in Florence, Italy. New Beat(s) is a special section inside the fair, where approximately 10 promising young designers from around the world are hand-picked by Pitti’s representatives and invited to show their work. My collection got praise from bringing new innovative views to men’s fashion and for the use of traditional hand-crafting techniques, which, according to critics, brought originality and ‘Nordic exotics’ to garments. Spring-Summer 2009 collection “Pocket Full of Shells” was again presented in Rendez-VousParis Homme showroom. Collection received very encouraging feedback. It was thanked by many respected professionals for good combination of artistic outlook and wearability. The collection was successful also commercially. From this spring 2009 onwards Dusty will be available in selected boutiques in Milan, Barcelona, Berlin, Montreal, Hong Kong and Australia in addition to Finland and Japan. Rendez-Vous-Paris Homme has proved to be the best place for international presentation of Dusty’s collections. The newest Autumn-Winter 2009 collection “Silence-Hiljaisuus” was presented there this January. New international stockists were added, including highly respected Isetan department store in Tokyo and other high quality boutiques in Japan, Italy, Antwerp, London and New York.
Future By now Dusty has established itself in the scene of new European avant-garde fashion and developed distinctive and recognisable design identity. It has distribution in over 10 different countries, including some of the most forward-thinking shops in fashion hotspots such as Milan, Tokyo, London, New York and Berlin. In coming collections I will build on Dusty’s strengths, namely the originality, my feminine point of view to menswear aesthetics and use of skilful tailoring and hand-crafting techniques. All Dusty garments should have unique, handmade finish, to highlight the feeling of exclusivity and quality. In my visions Dusty will never be for masses, but will continue growing in avantgarde fashion scene by providing interesting and directional designs to men’s fashion. It is a strength that Dusty garments are made locally and as ecologically as possible. All Dusty’s garments are manufactured in small ateliers in surroundings of Lahti, Finland. In the future we will keep production nearby and increase the use of ecological materials. T-shirts in Autumn-Winter 2009 collection are made of organic cotton and hand-knitted details are recycled cotton.
Marjut Uotila Designer
Photos: Juha Arvid Helminen
DUSTY - Autumn-Winter 2008-09 ”Prettiest Kind of Wilderness”
In Autumn-Winter 2008 collection “Prettiest kind of Wilderness” we show the beauty that lies underneath the endless darkness of Nordic wintertime. Handcrafted decorations are combined with otherwise straightforward design. Details are finished by designer herself, making every item a unique piece of artwork.
Photos: Juha Arvid Helminen
DUSTY - Spring-Summer 2009 ”Pocket Full of Shells”
In Spring-Summer 2009 collection “Pocket Full of Shells” we play with marine-style cliché. Overwhelming theme is refined into simplified black and white designs. Simple jersey shapes are reworked with handcrafted details for decorative and functional purposes. The focus is on interesting surfaces and accented shoulder line.