Sasu Kauppi is a man made for a beard. And he wears it well. Why, you might ask, are you reading about a Finnish-born fashion designer who honed his trade in Los Angeles and worldwide?
It’s the same reason we introduced you to Jare Joakim Brand and Ville-Petteri Galle – better known as hip-hop duo JVG – last year. Two words: Kalle Rovanperä.
Not content with a couple of world titles, a monster Finn-hit song and an ability to hurl a Toyota Starlet over Moll’s Gap faster than anybody, Rovanperä’s launching his own fashion collection.
Just hours after announcing a collaboration with this year’s Secto Rally Finland, to offer fans the benefits of buying an exclusive KR69 pass, the 24-year-old is explaining the thinking behind the Kauppi hook-up.
“During last year’s Rally Finland,” Rovanperä told DirtFish, “I received a huge number of inquiries about my flame beanie.
“We wanted to make cool and high quality products for the fans and at the same time highlight motorsport culture and the vibe of the rally audience. This gave rise to the idea of bringing the flame theme to new products.”
And who better to do that than Kauppi? A bit more on him and his credentials. He was the reason Kanye West jetted into Helsinki one snowy February morning a few years ago. The pair worked on the Yeezy collection together; Kauppi as creative director and head of design for men’s collection. He’s also worked with legendary Japanese designer Yohji Yamamoto – a man considered to be a master-tailor, best known for his avant-garde work featuring Japanese design aesthetics.
I know, right… you came to DirtFish to learn more about this week’s Sno*Drift ARA opener or what to expect from Hyundai in Sweden next week. And now this, Finnish fashionistas and an even more cool Kalle.
The Kauppi-drawn threads will undoubtedly sell out, but there’s more to this story than just a new line in driver merch. Rovanperä’s not about that. He’s not down with slapping a sticker on a low-end tee or beanie. He’s building a brand that’s about more than cars. Last season was spent thinking strategically about the direction he’s taking #KR69 as much as it was drifting another smile.
Joining JVG in the Rallikansa video elevated Rovanperä to another level last year. It took him out of the digital sports section and placed him front and center in the world of entertainment. And now, he’s on the virtual fashion pages too.
Rovanperä’s relevance to the next generation has never been stronger, but it’s a relevance that – once again – transcends the sport he’s already made his own.
It’s nothing we haven’t seen before; sporting giants turned global icons Lewis Hamilton and David Beckham spring to mind. The world of rallying could do a lot worse than cling to the coat tails of #KR69.
The store is online now, and the collection ships worldwide.