As kids growing up in the no man’s land that is rural Ostrobothnia, everything felt so far away. As we grew up and started engaging more and more with global pop culture, one of the very few things that felt familiar to us were the iconic Golden Arches. A symbol that frequented mainstream arts, entertainment and sporting events: McDonald's.
It was something that had relevance even for us in the distant north. Growing up with a McDonald’s along the local highway is what we had in common with the western world and beyond.
Inspired by McDonald's cultural omnipresence, we created this collection, crafted from recycled McDonald’s workwear. 13 looks upcycled into something completely new. Yet still, familiar to everyone.
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