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Destination North – Introducing the AY100 Collection

Since 1923, Finnair has been our Finns’ gate to the world. This November, the iconic airline turns 100 – that calls for a celebration. We have worked with Finnair to design a unisex collection of functional workwear-inspired clothing. The AY100 pays tribute to Finnair’s 100 years of history and our shared vision of a functional and timeless design.

One of the oldest operating airlines in the world, Finnair’s iconic Nordic design heritage has kept it relevant and modern throughout the journey. The AY100 collection builds on those qualities. For instance, the high-visibility color details are inspired by uniforms used by the ground crew. The collection’s logo, on the other hand, pays tribute to the iconic design of pilot badges.

Another source of inspiration came from the world of travelwear design. When traveling long distances, convenience and comfort take priority. For example, the Finnair Pants feature a comfortable elastic waist that can be easily adjusted with a drawcord on the waist. The Finnair Vest, on the other hand, has plenty of pockets for having the in-flight necessities ready at hand. Finally, the Finnair Jacket can double as a napping blanket. While traveling long distances, wear the jacket backside on the front to turn the jacket into a warm blanket. The hood features a ventilation hole, meaning you can use it as a comfortable and light-blocking sleep mask.

For the photoshoot, we wanted to capture the sense of freedom inherent in traveling. To pull this off, our model hopped on a skateboard and glided through the streets, tunnels, and piers of Helsinki – while we followed him with a cameraman on a bicycle cart. By placing the skateboard out of the frame, we were able to focus on recreating the timeless sensation of freedom and movement.

The sensation of flying.