In the sneaker world there are few people unfamiliar with the name “Sneakersnstuff.” What originally started as a small sneaker store in Stockholm grew into a household name with stores in Malmö and London. Similar to how Karhu has pioneered the running footwear industry for nearly a century, Sneakersnstuff has pioneered the sneaker retail game. Both being from the Nordics, we approached Sneakersnstuff to collaborate on a classic Karhu silhouette, the Albatross. Not only did they say yes, but they asked to involve a third party, The Moomins.
Moomin is one of Finland’s greatest exports.
Tove Jansson invented the characters during World War II for a comic strip in the political magazine Garm. At the war’s conclusion, the comic evolved into a series of children’s books that are now famous worldwide.
To capture the Moomin illustrations, we utilized an all-over print design on both shoes. The first shoe is covered with the flowers that grow in Moominvalley. In Tove Jansson’s Finland the winter is long and harsh, so the Moomin family usually sleeps through the coldest of seasons. However, when spring arrives the Moominvalley is filled with all kinds of colorful and beautiful flowers, creating a magical feeling.
The second shoe is based on Little My who was adopted by the Moomins. Her “stick it to the man” mentality is perhaps even more relevant today than it was at the end of World War II. We can all relate to Little My’s spirit of always being fair while still preserving her punk mentality and free attitude.
Karhu was very happy to collaborate with two very different yet fitting brands from the Nordics to create this unique project. For the first time, the shoes are available on our website and they are expected to fly out the door.
Act fast and be sure to grab yours now!