For the SS22, Rolf Ekroth was inspired by Juhannus, the Finnish Midsummer and the traditions and magic sur- rounding it. He also continues to study Nordic farming culture and the iconic photographer, Leo Montonen, whose images of the Finnish countryside during the 1920s and 1930s will be a prominent feature in the upcoming video for the new collection, launched at Pitti Uomo #100.
“Finland ìs nature and countryside are full of magic during midsummer. Finnish pagan beliefs were strongly related to nature and farming, there were simple and practical solutions for everything. I believe that many of the answers for our current problems are right in front of our eyes, in the nature that surrounds us.”