“Elina Priha’s SS15 Varsity collection is one of those discoveries that made me have one of those childish toy-shop moments, I simply couldn’t wait to share her work with you! 

Born in Finland and based in East London, Elina’s recycled denim collection is inspired by street wear and its rules and culture in a deeper sense. Her work explores the idea of being part of something through a shared style and yet preserving individuality through combining common style elements in different ways, having chosen denim upcycling as her approach.

Apart from creating almost kaleidoscopic patchworks in contrast to her clean-cut designs, Elina also gives her upcycling work a lift by embellishing key pieces with traditional Japanese sashiko stitch embroidery.”