At Pitti Uomo, the brand Terinit highlights modernity08.01.2019
Pitti Uomo Florence#fashion
Who says sportswear can’t be cool? Certainly not Rolf Ekroth, the new artistic director of Terinit, the Finnish brand highlighting sporty technical clothing. A finalist for the famous fashion prize at the Festival de Hyères in 2016, the young designer created a capsule collection for Galeries Lafayette before launching his own eponymous brand. This year, Rolf Ekroth is back at Pitti Uomo—having representing Finland, the “Guest Nation” for the 2018 edition—but this time, at the helm of a historic brand with strong patriotic potential. Tenerit, founded in 1949, was inspired by ice hockey and ski jumping, the two Finnish national sports. For this first presentation, the designer showed laminated and vinyl silhouettes in modern and vivid colors, which stood in sharp contrast to the old-world charm of the ceiling frescoes at Palazzo Pucci. Rolf Ekroth has once again confirmed his talent by giving Terinit a modern aesthetic, proving that winter sports can go hand-in-hand with style.