Beyond the hype // Joona Worlin

MAY 2009

I'm not really that pale.

Joona Worlin is an 18 year old student and photographer from Kokkola, Finland.

Tell us a little bit about yourself and where you live!

My name is Joona Wörlin and I'm an 18 year old student and music lover from Kokkola, Finland. At the moment, I am studying photograpy and media things in culture school here in Kokkola. I also work as a photographer when I have time! Recently I got a new job with JC (Jeans & Clothes) which is a Swedish clothing store.

Kokkola is a town of only 45,000 people so the fashion scene here is pretty...you know! No one seems to care. Hahah...but I like this place!

What do you love about it?

I really don't know. It's a small silent town near the sea, so it's nice in the summertime. We don't have that much stuff in here, but in general this place is pretty convenient.

So why is fashion/personal style important to you?

I don't know.. It's a big part of personality. It can be a good way to show people your thoughts and mood. And of course, it's always interesting and fun!

How would your describe personal style? What are your influences and inspirations?

My style is pretty dark and monochromatic; I mainly wear just black and grey. I love skinny jeans, blazers, boots and leather jackets. I get inspired by music, movies, the internet, and people.

For example?

Dirty rockers, skinny models, goth ninjas, nice looking girls, different moods, bunch of bands, a few magazines and pretty much everything that Hedi [Slimane] does.

Why do you stick to monochrome colors?

Less is more.

Favorite designers and places to shop?

Some of my current favorite labels and designers are Dior Homme (by Hedi Slimane), Rick Owens, Chronicles Of Never, Julius and Number (n)ine. I think the best store here in Finland is Helsinki10, I love it!

Whose style do you admire?

There are many people, but Hedi Slimane is my all time favorite! I mean all the work that he does, not just his style! I also admire a few other designers, musicians and actors! To me, it's not just their style itself, but their whole being!

The first thing you look at in another person's outfit is:

I think the jeans. Or coat/jacket.

What do you splurge on?

My drums, and jackets and coats. I have tons of them.

What do you skimp on?

Shoes. I really need to buy some new boots soon!

A fashion rule you always break:

I like to wear blazers and beanies at the same time. With sneakers. But I don't think that I break any fashion rules with that?

What is the ultimate showpiece in your closet?

What's a showpiece? I think all of my clothes are pretty neutral and practical! Oh, I got a nice silver windcheater, but I don't think I'm ever gonna wear it! It was so cheap though so I had to get it!

What do you think is the latest trend to appear/reappear, and what are your thoughts on it?

I really don't know! But I would love to see the 50's coming back!

What is the most underrated item in menswear and womenswear?

Accessories, I think.

What is your next "must have" purchase?

Some new cymbals for my drum kit! ..and Armani Code cologne. It smells so good! Or maybe a new pair of Dior Homme jeans. Grey ones.

What's on your iPod and DVD player at the moment?

I recently watched David Lynch's movie The Elephant Man, It made me cry, it was so touching. Currently I'm looping Radiohead, Sigur Rós, Mew and many other great artists / bands!

Next place you want to travel to:

New York. Do I really need to tell you why? I think it's the center of the world, pretty much.

What is your personal favorite outfit on LOOKBOOK by you, and by another member?

I think my personal favorite outfit is there there (pictured below) or #34. I just love that leather jacket! And by another member, there are so many great looks! I love all the looks by Shoemakerluis. I'm also a big fan of Sam Ledger. here's few other favorites: 1 2 3 4 5

What is your favorite magazine?

I don't read magazines that much. But I think Arena Homme+ is pretty great.