Celebrated Finnish designer Ervin Latimer, best known for his luxury brand Latimmier, is launching a new namesake brand of charming interior and lifestyle pieces
Though Ervin Latimer has made a name for himself as one of the most thrilling design talents to come out of Helsinki in recent years, he’s never actually operated under his own name. Instead, he has his beloved label Latimmier (a yassified version of his surname) and his drag persona, Ana Conda (who has made an appearance or two on the Latimmier runway).
Now, however, during Helsinki Design Week, Latimer debuts a new eponymous brand. Ervin Latimer, which will offer up home textiles, decor (including lovely crocheted daisies) and select apparel, is a celebration of print and material; a conceit that that’s especially Finnish. The brand launches this Saturday, via its own website and a booth at the Design Week's pop-up Design Market.
Photo: Juho Huttunen
Photo: Juho Huttunen
Photo: Juho Huttunen
“It’s really joyous – it’s bold colourful and graphic,” says Latimer of the brand. “There’s a long history in Finland of interior brands and lifestyle brands. I’m looking at that continuum, but also trying to do something a bit different and a bit more personal.” He cites Finland-based American textile artist Howard Smith, one of the few Black artists to collaborate with design giants Arabia and Vallila in the 1960s, as a source of inspiration. Another point of comparison might be Maija Isola, who designed some of Marimekko’s most indelible prints. Yes, among Latimer’s prints will be punchy florals. “Before I’ve struggled to admit that I also want to do these happy things,” he says. “I think because it’s so difficult to work in our industry. It’s so banal – but I want people to smile when they look at it.”
Speaking of the challenges of working in this industry, Latimer’s new venture serves a purpose beyond making people smile. By offering interior items at an accessible price point, he hopes to create a “steady cash flow” to support Latimmier (both brands will operate under the existing Latimmier company). “There’s a financial reasoning that just makes sense,” he says, adding, “I didn’t want to compromise anything with Latimmier.” For fans of Latimmier who may not be able to access the price point, an Ervin Latimer button-down serves as a great entry point to the designer’s universe.
Photo: Aleksi Tikkala & Piia Honkanen
Photo: Aleksi Tikkala & Piia Honkanen
Photo: Aleksi Tikkala & Piia Honkanen
Latimer, meanwhile, had already created the design language for this print-happy brand; the designer often does collaborations with the likes of Vallila and Mifuko, bringing vibrant prints to workwear and home textiles, woven bags and shirts. In fact, the idea for the Ervin Latimer brand came when the designer was trudging through Helsinki carrying some woven bags he’d made with Mifuko, some Howard Smith posters he’d made for Latimmier and some pillows he’d designed with Vallilia. “I saw myself in the reflexion of a window and realised, ‘Everything I’m holding kind of goes together’,” he says. “Maybe there can be something there.”
Aside form this Saturday’s launch at Helsinki Design Week’s Design Market, Ervin Latimer will only be available via the brand’s website, which will also stock Latimer’s various collaborations and a curated offering of books and magazines. Though Latimer doesn’t want to stress the sustainability angle, it’s worth noting that all of the items are made from deadstock or waste material (sometimes from the last bits of a roll of fabric used to craft Latimmier items). Some of the forthcoming shirts, meanwhile, will be made from discarded shirts, given a second life. “It’s shocking to see what people throw away,” says Latimer, who teamed up with a waste management company in Southeast Finland for the project.
Ultimately, Latimer hopes the website will be a place one goes to get inspired and add an item for two to cart whilst they’re there. “Personally, I feel there aren’t a lot of stores or websites where people go to get inspired,” he says. “I’m not just talking about style, but finding things that pique your interest.” The sort of things that make you smile.
Ervin Latimer launches Saturday at 11.00 via ervinlatimer.fi