Sivu 17

Be it in the form of high fashion, sustainability tips or home décor, design from Finland has made a high-profile arrival in New York. A lIttle pIece oF FINlANd IN soho Stepping inside the new Marimekko store located within the home décor store Crate&Barrel, one is greeted by red, blue and yellow floral pillows, red tote bags and light green oven mittens. It's like a sudden burst of colour was injected into the veins of downtown Manhattan. "How is it possible that the most colourful brand on earth comes from the coldest and darkest country?" asked Marimekko's CEO Mika Ihamuotila, half-jokingly, during the store's opening ceremony in October. thoUgh NeW yorkers are known to wear a lot of black, Marimekko's creative director Minna Kemell-Kutvonen is confident that the brand will find its place in the hearts of design-loving city dwellers. "We're different from the general line: bright, fresh, full of energy. Simple, functional, easily approached," she says. gordoN segAl, Crate&Barrel's founder and chairman, says his company has held close ties with Marimekko since the 1960s. Depending on how the shop-inshop does in New York, stores in other cities in the US may soon get an extra burst of colour, too. the New MArIMekko shop is located inside the Crate&Barrel at 611 Broadway. greeN FAshIoNIstA gUIdeBook Shop less, stick your jeans in the freezer, and don't be a slave to fickle fashion trends. That's the message of Timo Rissanen, the New York-based Finnish guru of sustainable fashion. A new book by Rissanen and Alison Gwilt, Shaping Sustainable Fashion: Changing the Way We Make and Use Clothes (earthscan) launches in late January. WIthIN the Book's eight chapters, experts give recommendations on how to make fashion design environmentally friendlier; their tips take into account everything from fabric selection to the design process. The book also advises consumers on how to best care for clothes, and how to avoid contributing to landfills. Rissanen's Number One tip for the green consumer is to pause for a moment before paying for yet another trendy blouse. "Before I buy anything, I ask myself, `Will I wear this in five years?'" Rissanen says. "The rate at which we go through clothes in the industrialised world is irrational." A good way to keep your clothes looking better is to cut back on doing laundry. If there are no visible stains on his jeans, Rissanen forgoes the washer and sticks the pants in the freezer instead. The cold gets rid of any odorcausing bacteria in 24 hours, he says. rIssANeN Is kNoWN as a pioneer of the zero-waste movement, a process of designing clothes so that the usual 15 to 20 per cent of the fabric doesn't end up on the cutting room floor. Last autumn the 35-year-old Finn taught the first-ever university course on zerowaste design at Parsons the New School for design in New York. FINNAIr FlIes to NeW york dAIly. Rissanen and Gwilt's book is available at; use the voucher code FINNAIR for a 20% discount on any earthscan book. JaNUarY 2011 BlUe WINgs 17 eNG

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