Latimmier is a new ready-to-wear label by rising Finnish fashion talent Ervin Latimer.
Latimmier collections are designed for anyone who wants to express masculinity with their clothing. The brand aims to expand the notion of masculinity by challenging who can perform masculinity and what kind of clothing can be used to do that.
After graduating from the prestigious Aalto University in Helsinki, in 2018, Latimer was headhunted to work at cult luxury label Alyx under creative director Matthew M. Williams. Since then, Latimer has worked for Danish high-end label Heliot Emil and in 2020 he was awarded as the Young Designer of the Year in Finland.
Latimmier's FW22 debut collection 'Performances' was launched at Pitti Uomo 101 in January 2022 at an extravagant physical presentation that combined ballroom and drag, honoring the roots of Latimmier's approach to clothing. The debut gathered exceptional media coverage from the likes of New York Times, Vogue Scandinavia, i-D and Wallpaper.
At Latimmier sustainability is a prerequisite. 40% of the debut collection materials are of recycled, or certified sustainable origin, and the goal is to raise the number to 60% by 2025. This includes maximizing the usage of certified organic cottons, recycled wools, recycled poly-fibers and recycled and vegan dyed leathers. All production is located within the EU, with a goal to launch local Finnish production by 2025.
For Latimmier ecological sustainability goes together with social sustainability. As a brand rooted in POC queer culture, it is important for Latimmier to uplift queer and POC creatives. This also means focusing on the unsustainable norms of the industry, such as long work hours and free internships – Latimmier does not support free internships and has implemented a 4-day work week.
Furthermore, Latimmier argues that sustainable design is not enough. In the times of fast fashion and overconsumption, fashion needs a deeper purpose that justifies its existence.