Ever since Aleksi 13 opened in 1967 we have brought trends and inspiration from all over the world to Finland and been a vibrant part of the heritage. This year we celebrate our 50th anniversary. This is our story. From the hayday of finnish fashion industry to the vibrant trends of today.
decades of fashion
the hayday of finnish fashion industry
Aleksi 13 opened in 1967 in one of Helsinki’s most prominent buildings during the hayday of Finnish fashion industry. Export to Soviet Union was booming and Finns were favouring domestic products – not least due to lack of imports. This was the era of urbanisation, pop culture and when young people became dedicated followers of fashion.
In the 70´s, the golden era of Finnish Fashion continued. Bell bottom trousers, a style of trousers that become wider from the knees downward, forming a bell-like shape of the trouser leg were so popular that they became a symbol of the outlandish and colorful style of the decade. Finnish fashion were on the move and designers gained huge success abroad and brought some new ideas into old department stores across Europe.
scrunchies, shoulder pads and noen colors
During the creative 80’s female fashion expressed an image of wealth and success through shiny costume jewelry, such as large faux-gold earrings, pearl necklaces, and clothing covered with sequins and diamonds. Finns were as crazy for all those as the rest of the world. Local specialities such as Luhta´s quilted jackets and jump suits were high fashion at the time.
from grunge to minimal chic
The early 1990s saw a continuation of late 1980s fashion, including bold, geometric print clothing in neon colours and actor Don Johnson was the face of Finnish brand Luhta. In mid 1992, grunge fashion broke, with ribbed jeans, flannel shirts and oversized knitwear, and became mainstream fashion for both sexes. But in the mid 90s fashion became more feminine and form-fitting. Young women in the UK and America wore tailored skirt and trouser suits, short skirts and dresses, baby doll dresses, animal prints, hot pants, long and short skirts and high heels. Late 90s, the unisex casual chic look gained mainstream appeal and denim's popularity was at an all-time high in Europe, with designer denim jackets and matching jeans rocketing in prices.
fast fashion and "it"
The early to mid 2000s saw a significant rise in the consumption of fast fashion: affordable off-the-peg high street clothing based on the latest high fashion designs. With it’s low cost appeal driven by trends straight off the runway, fast fashion was a significant factor in the fashion industry’s growth. As affordable clothing became even more important in the entrance to the new age, brands had to find a way to keep up with their consumer’s new spending habits.
“It” items were very popular in the 2000s, particularly the early and middle years. In the iconic TV-show Sex and the City, many Finns experienced a breath-taking moment when Carrie Bradshaw appeared on screen wearing clogs designed in Finland.
and now what?
The fashion trends of the 2010’s is distinguished by individualism. In this era of social, expressing personality and indivuality has led both to the rise of alternative and hipster fashion as well a revival of unisex, early 1990’s fashion, 1950’s fashion and recycled clothing.