Spring/Autumn 2025 collection is created in collaboration with Estonian artist Estookin. For this new collection we have drawn inspiration from the dynamic energy of our vibrant colors and harmonized with the rythms of nature and urban life. 

DESIGNERS’ TALK

In the ever-evolving landscape of contemporary art, few artists manage to seamlessly blend influences from various domains into their work with as much finesse as the subject of this interview. As a visual artist, art director, and lecturer at the Estonian Academy of Arts, Estookin has cultivated a distinctive artistic practice rooted in a rich educational background in film and theatre design. Having exhibited widely in Estonia and internationally, Estookin´s work is a vibrant tapestry woven from threads of contemporary art, music, fashion, as well as pressing social and political themes.

WHAT IS YOUR PROFESSIONAL BACKGROUND, AND HOW DO YOU INTEGRATE YOUR VARIOUS ROLES? 

I am a visual artist and an art director working in the commercial industry. I am also a lecturer in the Estonian Academy of Arts. My educational background comes from film and theatre design. I have done multiple exhibitions in Estonia and abroad. My artwork is usually inspired by contemporary art, music and fashion, but also social issues and politics. 

AT WHAT POINT DID YOU DECIDE TO PURSUE ART AS A FULLTIME CAREER, AND HOW DID YOUR EARLIER EXPERIENCES INFLUENCE THIS CHOICE? 

I started drawing and painting quite young. And even though I was surrounded by art all the time, I actually protested against going to art school when I was little. Art was something of an escape for me and I didn’t want to become an artist. But eventually I just couldn’t deny being an artist anymore since it became something I did all the time and eventually I started to earn from it. Nowadays, I’m doing art and design which raises interesting questions how the two correlate and contrast. 

WHAT INSPIRED YOU TO CREATE THE DESTINATION PRINT DESIGN FOR HUPPA? 

I was inspired by the patterns of nature. At the time of making this design, I was (and still am) really into the Japanese landscapes. I was looking at motifs in the environment. How do the trees look like there and how is the water flowing? What’s it like today if there is snow? I became fascinated by those questions eventually turned those fantasies into abstract visualisations. 

WHAT DREW YOU TO THE REALM OF FABRIC DESIGN AND FASCINATED YOU TO TAKE ON THE CHALLENGE OF CREATING A FABRIC PATTERN? 

Working with clothing and fabrics has been something that I have been wanting to do for a long time. Creating a fabric pattern was quite an interesting challenge because I had to think about how the fabric moves and changes once it’s on a body. It’s like liquid. And another part was how to make patterns that are seamless. I am often inspired by fashion designers in my own artwork so doing a fabric pattern on my own was truly a pleasure. 

discover new spring items with estookin’s designs here::

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