Karhu x Universal Works. "Inversion Illusion"

We’ve come together with legendary Finnish sportswear brand Karhu for a collaborative project, part of our ongoing Future Friendship series. This meeting of minds celebrates Karhu’s heritage and the UW philosophy of working with like-minded partners who share their authentic vision of peace, love and – in this case – sole!

To celebrate the collaboration we are pleased to present “Inversion Illusion” a short film featuring British Commonwealth Games athlete and 2022 Welsh Gymnastics Champion, Benji Eyre. The video utilises elite gymnastics to play with perspective, an intentional nod to the inverted dual branding seen across the collaboration. 

Set in an East London Gymnasium the film references Universal Works’ British roots and Karhu’s sporting heritage, symbolising a real future friendship that exists across countries without borders.

Benji wears Universal Works x Karhu Running Jacket in Khaki Recycled Nylon, Universal Works x Karhu Print Tee in Ecru Organic Jersey, Universal Works x Karhu Track Short in Navy Dry Handle Brushback, Sock In Ecru/Orange Cotton Rib, Karhu x Universal Works Mestari Control in Navy Blazer/Fennel Seed

The iconic Karhu M-logo has been used throughout the collection, but flipped on the lateral side of the shoes to make the ‘W’ in Universal Works – the first time Karhu has done this in it’s 107 year history. The origins of the "M" stem from the word ‘Mestari’, the Finnish word for ‘champion’. We're sure you'll agree that feeling like a winner in the clothes and shoes you're wearing is never a bad thing.

Speaking to UW co-founder David Keyte about the collaboration, he said:

"Karhu is a brand that holds an integral place in the history and progression of modern sportswear, and this rich heritage has always intrigued me. In the case of Karhu, the evolution of the company's branding, which has taken many twists and turns along the way, is a fascinating story, and it's something we've very much played with in our collaborative project. Like most great partnerships, the two brands were already connected via mutual friends in the industry, so working together felt completely natural."

Benji wears Universal Works x Karhu Running Jacket in Khaki Recycled Nylon, Universal Works x Karhu Print Tee in Ecru Organic Jersey, Universal Works x Karhu Track Short in Navy Dry Handle Brushback, Sock In Ecru/Orange Cotton Rib, Karhu x Universal Works Mestari Control in Navy Blazer/Fennel Seed

Speaking about how both brands came together to create the collection, Remko Nouws, Global Brand Manager of Karhu commented, 

Left: Universal Works x Karhu Track Short in Navy Dry Handle Brushback, Sock In Ecru/Orange Cotton Rib, Karhu x Universal Works Trampas in Rainy Day/Fennel Seed

Right: Sock In Ecru/Orange Cotton Rib, Karhu x Universal Works Mestari Control in Navy Blazer/Fennel Seed

The collection features re-imagined versions of the classic Mestari and Trampas footwear styles in supersoft suede and nylon, as well as a compact clothing capsule that includes a bunch of super easy-to-wear sporty separates. A muted colour palette keeps the collaboration feeling unified. Keeping to a Navy, Ecru and Khaki vibe guarantees these pieces will be easily integrated into existing wardrobes.

 
Browse the KARHU x UNIVERSAL WORKS collection here.