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 (www.costo.fi) 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