Kingston University MA Fashion graduate Elina Priha presented her recycled denim collection ‘New Slang’ at London Fashion Week 2013. For her final collection, Priha collaborated with a Finnish accessories label Costo ( and customised their hats for the collection. The cult label Dr. Martens sponsored shoes for the show.

The concept is based on the research done for the pre-collection called “Shell Suit Folk” which explored Finnish style, or rather the lack of it. (Shell suit folk = the common folk, national dress of the Finns, outfit for everyday use.) Other aspects focused on were ideas of unisex, uniform, anonymity, protection, identity, comfort and classic. America | Denim vs. Japan | Sashiko.

The main material used is recycled denim (100% cotton, preferably vintage Levi’s, Lee, Wrangler etc.). Garment references behind the collection are in sportswear (shell suits, ice hockey shirts & boxing shorts) and vintage denim work wear (overalls). Techniques include traditional Japanese embroidery, sashiko stitch, and patchwork.

The proportions of the garments are oversized and boyish, even childish. Denim is a symbol of rebels, youth, individuality but also uniformity. It is a classic, only getting better with age. This brings out a contrast with the desire of being forever young.

Photography Carl Wilson
Hair & Makeup Sanni Riihikangas
Model Poppy