A streetwear collection celebrating creative courage

Marimekko introduces the Spring/Summer 2020 edition of Marimekko Kioski, a curated collection of gender-neutral streetwear pieces.

The collection encapsulates Marimekko’s values of creative courage and the act of living, not pretending by presenting its most iconic prints in a range of wearable staples.

In Marimekko’s creative community, doing things together has always been key to innovation and originality. The iconic patterns have been reborn time and time again in thousands of imaginative color palettes. The Kioski collection was initially created to introduce Marimekko’s most iconic flower print, Unikko, to a new, urban crowd.

For the Spring/Summer edition, we reached out to some of our favorite characters in the vibrant Helsinki community of young doers and makers, and created a campaign celebrating creativity together with them.

’’For this new edition, we really wanted to celebrate the creative youth around us. The collection pieces are worn by some of the early adapters of what we’ve come to call Helsinki’s ‘Unikko streetwear phenomenon‘.’’ says Marimekko’s ready-to-wear head designer Satu Maaranen.

The campaign was directed by Emma Sarpaniemi and shot by Max Smeds.

We introduced the Marimekko Kioski collection in August 2019. In the collection, our most iconic prints meet unisex streetwear. Streetwear is currently a major trend in the world of fashion. Marimekko Kioski appeals to a new, younger customer base and has been welcomed with enthusiasm in the markets.

A short history of the Unikko (poppy) pattern

Marimekko’s famous poppy pattern Unikko was born in 1964 in a time, when the company’s collections featured mostly abstract prints. Designer Maija Isola wanted to create something interesting from this organic theme and designed an entire range of floral prints. Today, the iconic flower represents creativity. Marimekko Kioski adds yet another contemporary dimension to the print.