Finland’s Makia Clothing has taken the action sports and streetwear scene by storm, with its refined styles and fashion sense, that offers options for discerning shreds, with more mature looks that are firmly rooted in snow and skate heritage. The brain child of former pro snowboarder Joni Malmi, Makia is back for Fall ’12 and Winter ’13 with standout looks for the guys and gals, as well as the first line of a multi-year collab with Etnies.
Makia burst into the US consciousness with its Spring/Summer ’12 line and a creative catalog featuring a huge array of ex-pro snowboarders, and the brand is following up that tough act with an encore for Fall/Winter that has outdone its previous efforts both in design and creative.
We caught up with CEO Totti Nyberg to learn more about the creative backing the brand’s upcoming lines, including a tour of Alaska using small town legends for models, a Japanese journey with Carmela Fleury, and a trip to Lake Forest and Amsterdam with Etnies—not to mention a sneak peek of the new product.
Men Fall ’12 – Winter ’13
Shot on location in Alaska
Part of being a privately run, relatively small clothing company, is that you can react quickly to the challenges thrown in front of you. To define a meaning to the phrase, our catalog plans were so up in the air that we decided to flip a coin and head up North. North all the way up to Alaska, to the so called “Last Frontier.” A land originally purchased for less than two cents an acre, a land that holds some of the most majestic landscapes and rugged conditions that the world has to offer.
After the initial awe of the sheer magnitude of our surroundings, we quickly came to realize that this vast and raw corner of the earth kept inside some of the most interesting and hospitable people we’ve come across. True renaissance men who live their lives on their own terms in a place mostly forgotten by the rest of the modern society. A perfect place for us to venture into.
True charm of the unexpected, Alaska.
Follow the jump for a look at Makia’s Women’s line and Etnies collab.
Women’s Fall ’12 – Winter ’13
Shot on location in Japan
We knew we were stepping into uncharted territory when we first started making women’s clothes. After doing a couple of so called “draft” catalogs, we feel like we can now remove the word from the first page where it used to read, and with pride, present the women’s collection as it should be presented.
In Tokyo, we worked with one of our dearest friends, Ms. Carmela Fleury.
Why Carmela? Because, not only is she the wife of one of our original founding members, but also a woman we admire in all fronts. Chosen as one of Action Sports’ Most Influential Women by TransWorld Business, she turns heads on all levels of the industry. Owner of Les Ettes, A true friend, and a big motivator and a muse for our company in general. This one is not only for her but also for
Follow the jump for a look at Makia’s collab with Etnies.
Makia & Etnies Fall ’12 – Winter ’13
Shot on location in Lake Forest, California and Amsterdam, The Netherlands
We were honored when Etnies approached us with an idea of partnering up and producing a quality line of shoes and clothing together.
Since Etnies has a long history in skateboarding and Makia is appealing to the slightly older demographic, it was a no brainer to bring that “old school” feel to the products and get the office boys back on their skateboards.
As Makia is from the northern part of this globe, we wanted to show what the local skaters have to go through each time they drag themselves to the underground skatepark. Snow, sleet, and rain are everyday factors during the harsh dark winters up here. Still, kids and older guys manage to keep their passion alive by enduring the elements, over and over again. We added a couple twists to the mix, like the kick-sled, which is a traditional way of transportation up here in the north (Mostly used by old women on their way to pick up groceries during the winter). For us the sled ended up as a POP display, just something to get a little feel of the Nordic culture and where we are coming from.
As far as what goes in to the collection itself, the product range is a full setup of what you need on your journey. From water repellent high-top shoes to the Raglan Parka jacket. The line is based on a subtle grayscale color range that draw inspiration from old black and white pictures, as well as the harsh Nordic winters. We wanted the tones to reflect the “life-after-skate” feeling that the whole collaboration is based on. Classic timeless items with details, cuts and patterns that work equally well with both brands and products, and bring that slightly more mature and exclusive feel to the customer. The comradery is topped of by the handshake logo.