Forget brainstorming, mind mapping or other creativity-enhancing knick-knack. The best ideas are apparently born in the sauna. This applies, at least, to the guys from the grown-up Finnish streetwear brand Makia.
Their constant flow of ideas makes many competitors turn green with envy. A recent example: The Full Steam Ahead tour, which the nine-members of Makia rigged up together with the Finnish Indie label Fullsteam Records and beer brand Lapin Kulta. For this they chartered an aged steamboat and cruised through the Finnish Archipelago. Aboard the vessel were the crème de la crème of Finnish newcomer bands like Husky Rescue, Phantom, Rubik, and K-X-P, a radio and a documentary film team, and Patrick Lindström from Helsinki's Restaurant Lupolo, who is considered among the best chefs in Helsinki.
Primarily the tour was all about celebrating the short Finnish summer: hanging out with friends, enjoying fishing, music and sauna. And incidentally it somehow resulted in photos for the spring/summer catalogue 2014. The Makia buddies recruit models from anybody who in their view embodies the brand and its values. That could be one of the musicians, the captain or even the chef; Independent types reminiscent of the protagonists of a Kaurismäki film – but without being uprooted underdogs.
Makia's catalogue shoots, for which they already travelled to Alaska, the northest point of Lapland or the Californian desert, suggest the eternal male dream of a life of liberty in the wilderness. This is no cunning marketing strategy. The Finnish soul is dominated by the elemental nature. There are five hectares of forest to every Finn. Solitude is part of that – 16 people per square kilometre are no crowd.
The staging of the styles could be described as typically Finnish. It carries honesty, straightforwardness and a pleasant down-to-earth attitude. „We try to be honest", says Makia-Designer Jesse Hyväri. This is not an empty phrase –a scene from the four-part documentary on their website proves it. Which other brand would show subpar deliveries in front of a (live) camera without fearing damage in reputation.
And while other brands pretend authenticity in their headquarters with their artificial industrial style, icebreakers are launched at the Wärtsila wharf right in front of Makia's office. Makia's headquarters are located in the harbour district of Punavuori, Helsinki's former blue-collar district. Their offices are former shipyard workers' washrooms and changing rooms. Not only old lockers give evidence of it, but also a washing trough converted with a glass plate to a conference table. And of course the company's own sauna.
Makia was founded 2001 by a bunch of snowboard-pros with the intention of creating a line of casually elegant and high-quality clothes. Four years later the first collection followed. At a time when boardsports were dominated by bright colours and patterns they opted for a timeless minimalistic design, for men who want to be suitably dressed for any occasion without giving too much thought to their clothing. With all proximity to nature the label styles always impress with their clean Nordic signature and sophisticated design work. Directions are set not by short-lived trends but by belief in oneself. Makia has been following this concept for over ten years now. And with great results - Makia is one of Finland's most successful brands and now available in more than 30 countries.
Text and photos: Magdalena Piotrowski
