Turo – The Finnish Word for Eternal Classic

Hello, my dear fashionistas! How are you today? I sincerely hope that you are ready for a new fashion adventure. Today is a special day for me because I will share with you one extraordinary story which I did in collaboration with the famous Finnish fashion brand Turo. When you are a blogger, you have the opportunity to explore the world and to work with many fashion labels, but when you come across to a fashion brand that is completely fits with your style and you haven’t had the chance to meet that brand before, the feeling is just amazing.

Thanks to my collaboration with My Helsinki, during my visit to Finland one morning I received a email from the marketing director of Turo Fashion House with a proposal for collaboration. Fate is a strange thing, and the interesting fact that I spent the last night with my photographer commenting on one turtleneck sweater in the window of the Turo shop was quite interesting.

Destiny always plays somehow with a man! I finally found myself in the store and I had the opportunity to meet the owner of the Turo fashion house, who has more reasons to celebrate this year. Turo is a more than just fashion house, this is a true lighthouse of classical men’s fashion which this year celebrates 80th stylish year of work! When you mention the word Turo in Finland, people immediately think of men’s classic clothes with tradition.

Progress in the fashion house Turo took place in 2016 when the owner decides to bring classical men’s clothing to younger generations, and because of that, the new collections have received a new, fresher, youthful spirit where the clothing is quite different, a new slim-fit era has come in the fashion house Turo.

Representatives of the Turo fashion brand also decided to make a big step forward and to step into a new digital world, they opened their first profiles on social media networks. Ikla Wright is a young talented Finn who found his happiness in London, but he did not forget his homeland. Although the fact that he is the main designer in a well-known British brand, he decided to help the Turo brand and thus created the special TURO X IKLA collection that this year was presented at Pitti Imaggine Uomo in Florence. Ikla has stripped down the traditional fully canvased suit to its bare essentials and taken it to more relaxed and contemporary direction.

For those who are not familiar with the Pitti Uomo event, this is a very important event not only in the men’s fashion industry, but also in the art world. Each year, it is known that the order of the main fashion events in Italy, begins at Pitti Uomo in Florence, so the fashion party continues with Milan Fashion Week. Dates are sometimes chageable, but the order of events always stays the same.

I have to admit that it’s hard for me to hide my excitement because I have the opportunity to present to you a brand with a long tradition that has succeeded in addition to all the obstacles on its way. Turo has refreshed itself, but still remain consistent with its eternal cult of men’s classic fashion and style. I used my time in Helsinki wisely, so if you want to get to know Helsinki the best places to see the foliage in the city centre are in the parks, especially those around the Töölönlahti bay. This time I wanted to present you some sort of sportive elegance so I chose my favourite white sneakers just to show you a real spirit of this statement oversized coat.

Models that can be found in this special TURO X IKLA collection are delighted with a new modern classic, which you can wear with some casual pieces, but you will again be noticed as a real fashionable gentleman. The TURO X IKLA collection is modern, relaxed and minimalistic. It is based on high quality fabrics, oversized, voluminous silhouettes and minimalistic details.

Turo fashion house tried to prepare a collection for everyone’s taste, some models are narrower, they perfectly follow the silhouette of men’s body, while on the other hand we also have garments such as this camel coat made of the best quality of Loro Piana wool, but a little different, unusual cut. Men’s cloak, wide pockets, I can freely say that Turo follows the latest fashion trends by street men’s fashion. The collection portraits the deepest essence of Finnish life. Melancholic, understated and simple yet honest and fair. What you see is what you get. This is what TURO X IKLA collection is all about.

This special collection consists of technical wool outwear such as overcoats, bomber jackets, blousons and a parka as well as suits, sport jackets, trousers and knitwear which you can see in this Fall/Winter 18 catalogue.

My dear fashionistas once again we have come to the end of this first special fashion outfit post about Finnish brand Turo. Time just flies so fast when you are having a good time! Don’t worry in a couple of days I will publish a new post where we will continue together to enjoy the charms of traveling and we will continue our adventures!

OUTFIT

Oversize Coat: Turo x Ikla

Turtleneck sweater: Turo x Ikla

Trousers: Turo x Ikla

Gloves: Roberto Cavalli

Sneakers: Loriblu

Camera: Sony Alpha 7r Mark II

At the end of the post, I would like to thank my friends from the My Helsinki which helped me to explore Helsinki and I really had an amazing time in Finland.

How do you like this outfit? Have you prepared your closet for new fashion season? If you have a question, comment, suggestion or message for me, you can write me down in the comments. Of course, as always you can contact me via mail or social media, which you can find on the CONTACT ME page. As I promised we’ll see again in a couple of days, so if something new and interesting happens to me, I promise, I will write to you!

Best,
Mr.M

This post is sponsored by Fashion House Turo, Tourist Board of Helsinki – My Helsinki, Aallonkoti Hotel Apartments and others partners of My Helsinki organisation which kindly help this #MyHelsinkiResidence project. I will mention all of them in some of the next posts.

For all these beautiful photos I used Sony Alpha 7r Mark II camera.