keskiviikko 2. heinäkuuta 2014
Behind Roots Inc.
"Roots Inc. is a street fashion brand and webstore based in Helsinki. It's not inspired by one specific genre but by the grassroots of the youth culture and lifestyle. Each and every culture has troops that are desirous of making a statement and here in Roots Inc. we support the movement of showing your own personality and individual style.
”Style is not an option -it's a lifestyle.” That's the very essence of Roots Inc."
The idea of Roots Inc. started playing in my mind for over ten years ago.
I come from a poor family, so my passion for clothing has always insisted much creativity. Fortunately, we had a sewing machine, (which I give big thanks to my mom!) and that has allowed me to customize clothes the way I've wanted them to be. The advantage of customizing clothes is that it can give the garment a better fit, a current vibe and to be more suitable to your own style.
I learned to love second hand clothing with the opportunity to make them more your own;
"It's not about what there is, it's about what there could be." The most beloved treasures can often be found in flea markets and as you say, another man's trash is another man's treasure, I've learned that to be totally true. With that said, it was very clear that Roots Inc. focus will be on second hand clothing.
During these ten years, I have collected packs of tools for this upcoming journey of mine and explored the clothing industry in many ways. Been working for variety of different brands and kept my curious eye open in the streets -where the Real magic of style happens. The ideas and plans have been changing and shaping with the years, however, as I pondered what is the seed that was planted years ago, the final form of Roots Inc. was very clear to me.
The name Roots means just what it says; going back to the roots, and more towards the genuine things. Appreciating the garment, a life lived, craft, oldschool vibes and real people who do not live in the catwalks. Stepping away from the commercialism and the fuss around fashion -or what fashion means to many. In our opinion fashion shouldn't directly be compared to style.
The story of Roots Inc. is just beginning and it seeks to grow and shape together with it's customers. However it shapes, the same values will always define how Roots Inc. does things. Each and every day. We do not seek primarily to please the mainstream, but to take care of our customers, the Roots Inc. Family. This is the heartbeat of Roots Inc.
Rokrok!
/Eeva, Roots Inc.
LOOK BOOK Âme Humble / Girls
Âme Humble (/Classe
D'Elite)
/The very first collection
from Roots Inc.
Inspired by variety of urban
streetlooks and real people worldwide. Combined by craft, second hand
clothing, strong vision and determination.
Âme Humble means a Humble
Soul.
Think about highfashion,
high prices and everyone blending in.
Roots Inc. is not about
that. It craves a different kind of buzz. Âme Humble stands for more
simple things, but with a detailed vision and message that says it's
not about what there is, it's about what there could be.
Everything doesn't have to
be shiny and new, well-known and well-respected. Old can be
beautiful, a life lived, a story behind it. There can be flaws, 'cos
too much perfection is simply a mistake.
The follow-up Classe D'Elite
tells you that the humble souls, the people out there who keep their
feet on the ground but still dare to dream, the ones who appreciate
this whole journey we call life with its ups and downs, are the elite
group in the eyes of Roots Inc.
The Âme Humble-collection
includes one of a kind customized pieces, fully handmade items and
carefully selected second hand clothes for both women and men, with
some unisex items.
The collection is limited
edition -like every edition in Roots Inc.
Âme Humble collection is dedicated to
the people who have believed in Roots Inc. and it's founder troughout
it's path. Most of all the one's who have been around with a huge
support within this past year. Specific mention to:
Praphan Saengra. Sami Heino. Ville
Sosoi. Elina Mikkonen. Senni Moilanen. Sanni Ihamuotila. Milka
Hänninen. Jaakko Väyrynen. Oliwer Lund. And all of the people in my
entrepreneur course.
And for any co-operation, past and
hopefully yet to come:
(Again) Sami Heino. Antti Kulmanen.
Samu Lehtinen. Johannes Matintupa. Tytti Willman. Noora Rautiainen.
Miikka Rantanen. Henri Peltomäki.
Rokrok!
/Eeva, Roots Inc.
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