In the FW23 collection, VAIN looks back to the early 2000´s rural Finland. Inspired by how Jimi saw global pop culture through his older brothers as it was a time before the internet and information wasn’t easily accessible.
It was all posters, music, video games, movies, skateboarding, and fashion - and your older siblings were the source of inspiration and information. From a younger brother’s point of view, all the artists his brothers looked up to were also the characters most important to him personally. Everything was filtered by what his older brothers were into themselves. As of now, we’re the internet kids, building our brand and visions purely on top of the digital. It’s important to look back when everything was different. Back then it was a little something, now it’s always everything simultaneously. The world filtered through his brothers is even more valuable now. His brothers have had a lasting influence on his current sense of aesthetics and interests.