L-fashion group is the biggest sportswear company and one of the biggest apparel and clothing companies in Finland. This was my first job as a designer after I graduated from the University of art and Design of Helsinki. I was a true rookie then, but learned so much. When I started, I was just given a name of the new brand and told it should be outdoor/sport/street for young women and men. After that the whole concept and brand development was in my responsibility.
Main responsibility was men's, women's and kid's outdoor, sportswear, street wear and accessories design and product development at L-fashion House. Main designer, brand image & concept designer for brand Outech. Print design, logo&label design, supplier co-operations. I also designed styles for brands Hummel and Everton.
The collections consisted mostly outdoor, skiwear, snowboard wear, even some styles for snow mobiling. A lot of jackets, down jackets and technical outdoor sports jackets and pants.