SYDNEY: Recently launched denim label Finn has responded in kind to consumers turning the market inside out in their search for novelty.
The creation of designers Kassandra Scardano and Caroline Wells, Finn jeans offer a key point of difference in the cut-throat denim market; they’re reversible.
Scardano - who harbours a passion for all things inside out – said turning the label out was no walk in the park.
“I first thought about doing reversible jeans about three years ago while I was studying fashion, but it wasn’t until about six months ago when I teamed up with Caroline that the idea became a reality. With consumers wanting their clothing to become ever more flexible as well as sustainable a reversible jean seemed the way to go,” she said.
Carrying a uniform price tag of $222 across both men’s and women’s ranges, the inaugural autumn/winter 2008 Finn Woman collection includes high or low waisted skinny leg jeans in blue against aged blue or black against dressy black and boyfriend cut rigid denims in aged black against diesel blue or deep blue against light blue. The Finn Man range includes skinny leg jeans in blue against aged blue or black against dressy black; straight leg rigid denim jeans in aged black against diesel blue or deep blue against light blue; and baggy cut rigid denims in similar colour ways.
The label – which has already garnered interest from boutiques and major retailers including David Jones and General Pants – hoped its commercial success would help reverse the fortunes of the communities of Kibera, Africa’s largest slum, which is located in the Kenyan capital of Nairobi.
“Earlier this year Caroline travelled to Africa and realised that the Kibera communities were in need of assistance, so we decided that profits from Finn jeans might be utilised.” she confirmed.
While the percentage of profits to be donated had yet to be finalised, the funds would be used to assist Kibera’s communities with a variety of initiatives including purchasing computers and sports equipment and establishing a library, she confirmed.
“It’s turned into a huge undertaking. It’s a challenge but we’re very excited. Finn has turned into so much more than just a jeans label.”