Footpatrol x Karhu Fusion 2.0 'Snowstar'

For Footpatrol's most recent collaboration with Karhu I co-lead the product design. - As well as, lead the production/creative direction for the marketing campaign.

My aim with this project was to ensure I poured the passion I proudly share on footwear, to best encapsulate the vision I had.

Inspired by the 1985 Karhu Snowstar, the aim was to create a more modernised city runner equivalent. Taking the grey hues and red hits from the Snowstar and placing it on the Fusion 2.0. From there, it went down to trial and error. Constant colour and material changes, logo placements discussions and sampling processes - a long yet enjoyable task.

The Snowstar was Karhu's answer to a winter runner. To replicate that, we added harder wearing materials such as; rubberised toe boxes, ballistic meshes and water repellent nylons. These material changes lead to the almost one to one colour match between this version and its predecessor. To pay homage to archived Snowstar we also added; OG rubberised branding, OG logos/fonts and Snowstar printed footbed that show cases the tread of the original outsole. As clearly seen on the OG Snowstar, it features a Velcro sealed lace cover. Due to the build of the Fusion 2.0, we were unable to add that same detail, so instead, blocked out the medial panel and tongue in a darker grey tone to almost replicate that wrap over feel of the panels.

This collaboration was never about replicating what was, but more so pay respect in a way that updates it for a newer market. This was the first collaborative project between a retailer and Karhu to take direct inspiration from their archive. Something I am very proud of and feel embodies me well as a footwear enthusiast.

Though I can’t take credit for the apparel design. I did piece together the concept, direction and overall design aesthetic that was later shared with the amazing @sasukauppi to create. The aim was to bring a fully functional Oversuit that can be worn on any outdoor excursion. The trousers feature a duel pocketed opening allowing the wearer to throw on over any garment comfortably giving access underneath, as well as a secure pocket for easier access on the over-trouser. The jacket is also completely packable in the back pocket and features a dual sided zip to allow said functionality.

The marketing was a concept I had since the designs inception. I wanted to explore the vast array of nature that surrounds us here in the UK to elevate our campaign. Taking a trip to the Isle of Skye, Scotland. Our mission was to bring a strong visual experience that highlights the product and the heritage model our collaboration is inspired by.

Known for its varied landscape, the Isle of Skye is located on the west coast of Scotland and is a site of magnificent beauty. Pairing Skye’s aesthetics, with the collaborative over-garments offered a stylistic viewpoint on how to wear the apparel and the settings that they can be practically used within - helping us shape the heritable story the footwear shares with Karhu.

Whether it's through camping or general exploring, this visual guide looks to create a holistic insight into the things we find right under our noses, whilst at the same time, exploring the lesser known expansive back catalog of Karhu's archive.

Having worked and lead on every aspect of this collaboration, from design to marketing. It has been an experience I will never forget.

Thank you to those that made it possible.