Karhu is Finlands very own sneaker brand. It has been around since 1916 and could be credited for both three stripes and air cushioning. When Karhu asked us to be creative around their brand, Moomin was the first thing that popped into our heads. We all grew up with the stories and today we are reading the same books for our own kids. The Moomin characters are timeless and therefore it was an easy decision!
Moomin is one of Finlands greatest exports. Tove Jansson invented the characters during World War II. She was doing a comic strip with satiric hints against the nazis for a political magazine called Garm. After the war ended it evolved to a series of children’s books that is now famous world wide.
For this project we have worked on a classic silhouette from Karhu, the Albatross that first was introduced in the 1982. On both shoes we have worked with an all over print. One shoe is covered with the flowers that grows in Moominvalley. In Tove Janssons Finland the winter is long and hard so the Moomin family usually sleeps through the winter. But when spring comes the Moominvalley is filled with all sorts of colorful and beautiful flowers, helping to create the magical feelling.
The other shoe is based on Little My. Little My could be our favorite character in the Moomin family. Adopted by the Moomins, Little My has that ”stick it to the man” mentality that is perhaps more relevant today than it has been since the end of World War II. Her balance between always being fair, yet still keeping a very punk mentality is something that we all can relate to so to be able to put her on a shoe was something that we are very happy about.
The Sneakersnstuff x Moomin x Karhu pack drops June 14th at Sneakersnstuff. In store at 12.00 CET and online at 15.00 CET.