Finnish born East London designer, Elina Priha, specialises in recycling denim, through urban patchwork techniques. Taking old jeans and jackets, Priha explores denim culture and the concept of garment revival by mixing light wash denim with dark and printed with plain, to create a standout streetwear aesthetic.
Priha’s SS15 collection ‘Varsity’, consists of 10 statement upcycled denim jackets, unique and contemporary in structure as well as design. They are pieces that the Finnish talent hopes to see on her favourite artists and bands – expressive, innovative and with a quirky casual edge.
Contributing to the slow fashion movement, Priha’s waste free designs turn the process of loving, caring and mending, into something, current, exciting and different to the norm.
Shop the collection at ASOS Marketplace.