Tuomas Merikoski used the same inspiration for his spring collection as he did for his resort offering: the endless sunlight and all-night partying of midsummer in his native Finland.
Still in its infancy — Aalto launched last fall — the contemporary label has the cerebral Scandinavian street look shared by many of its Nordic brethren. Predictably, there were clogs, droopy fits, quizzically elongated Peter Pan collars, deconstruction and a biker jacket, all of which amounted to an improbable kind of antiseductive cool. If the collection wasn’t distinct — or deserving of a runway show — there were pieces to call out. A biker jacket/shirt was a nifty tweak on the moto, and oversize mom jeans with a fold detail on the front fit in with the creative denim movement that’s happening.
Considering Aalto’s first collection has just hit stores this season, it’s unlikely that the logo resonates with the masses, but it’s never too early for a branding exercise: Merikoski set the logo against a flame backdrop — bonfires are big in the Finnish summer — on sweaters with cutout sleeves, giving the label a punchy curiosity factor.