At Pitti Uomo 101, Finnish designer Ervin Latimer launches his new brand Latimmier 
Edition 101
Place of the event
Date of the event
12.01.2022 21:00
Finnish designer Ervin Latimer has chosen Pitti Uomo 101 for Latimmier’s debut, the new brand aiming to redefine the ways we approach masculinity in fashion and clothing. The launch, supported by the Fashion in Helsinki event, will take place on Wednesday, 12 January, at Palazzo Pucci in Florence, from 9.00 pm to 10.00pm, and is part of the “Palazzo Finlandese” series.
Ervin Latimer is a graduate from Aalto University, Helsinki with an international career in fashion working for brands like 1017 Alyx 9SM. Latimer’s own work has been presented in publications such as Vogue USA and Vogue Italy, and currently his work is on display at Design Museum Helsinki. In addition to his work as a designer, Latimer has written and lectured on the intersections of queer-culture, anti-racism, masculinity and fashion. Latimer’s luxury label will be launched at Pitti Uomo fashion fair in Florence in January 2022.
The definition of masculinity is narrow. Our new collection is not unisex, nor defined as ‘menswear’, but rather aimed for anyone who wants to highlight or examine masculinity within themselves. Fashion should liberate us, not limit us. We challenge both who can perform masculinity and what kind of clothing can be used to do that. Furthermore, we also expand what Nordic fashion looks like. Our collection features suits and shirts, but also dresses and skirts. Our design language draws from the history of masculine clothing with a contemporary approach and thought-through, high-quality details.

— Latimer

The new brand has been named Latimmier after the designer’s surname. Latimmier is an Old French term that refers to ‘interpreter’ or ‘translator’.
“In addition to sustainable materials and design, we also need a deeper purpose for clothing to justify its existence. At the moment the fashion industry seems to lead with either ecological materials, diversity or strong design vision, but our objective is to combine all of these in a meaningful way.”
The brand wants to enact change in the industry in other ways as well, whether it’s the deeper purpose of clothing or deeper, structural ways diversity, care and responsibility are approached in Fashion. Included are also a 4-day work week and a slower collection cycle.
“The objectives of our company are ambitious. We want to prove that expanding masculinity with clothing is not a niche or a trendy thing that  is on the surface only now. Everyone can join us on this journey towards change.”
The launch of Latimmier is a part of SSAW Magazine’s and Juni Communication’s ‘Palazzo Finlandese’ -series that introduces Finnish designers to an international market. In 2019 the event launched Rolf Ekroth and in 2020 Fiskars by Maria Korkeila. Finland was the guest nation of Pitti Uomo in 2018.
The launch is supported by Fashion in Helsinki event. Fashion in Helsinki is annual event focusing on young designers and new emerging brands. Fashion in Helsinki takes place in June 2022 in Helsinki.