The name Finger in the Nose comes from the French expression ‘Les doigts dans le nez’ meaning ‘It’s easy’.

And whilst the relaxed, modern offering from the Paris based children’s brand does make it look easy, that’s only because the label’s founders have served their time collaborating with the likes of Lacoste, Converse, Reebok, Clarks, Vans, Eastpak and Holland & Holland.

Finger in the Nose was created in 2004 by Paris based Jean Yves Campion and Norwegian Siv Tone Kverneland. Both passionate about jeanswear culture, they decided to make a jeanswear brand for kids with, “A lot of authenticity, a touch of “Rock & Roll Attitude”, combined with a dose of functionality. And create a jeanswear brand they did with styles that are relaxed and the best side of edgy, fashionable and functional.

 

 

The story began with a simple clever 5 pockets straight jean, and the Finger in the Nose range has now grown into a complete collection for boys and girls between 3 months and 16 years old.

With a mission to provide high quality, functional and long-life products for kids with both a modern and authentic attitude, we spoke to Siv Tone about Finger in the Nose and their wonderful AW13-14 collection.

FLUXLINGS: Finger in the Nose is one of my (and my kid’s) favourite children’s labels so great to be doing this story. Can you tell us a little about when and how you started the label?

SIV TONE: Finger in the nose was started in 2004 . The initial idea was to do something very simple and focused on Jeans/ denim. The first “collection” delivered to a few stores in July 2004 was consisting only of one jeans – the NORTON – a 5 pocket straigth -slim – fit in 3 different colors – a raw blue denim – a stone washed blue denim and a Washed black black.  Sizes from 3 months up till 7 years old. Second season we added a denim jacket and a denim mini skirt – and from there slowly but surely the collection has been growing.

FLUXLINGS: What is your background – have you always worked in fashion?

ST: I started my fashion studies in Oslo at Esmod and arrived in Paris in 92 to finish my studies. The plan was to stay for a year or two and then continue to London or New York but I finally started working in Paris as a designer just after my year of school. After my first work experience in adults fashion I was employed in the sports industry this allowed me to add technical and functional skills to the creative part. As we started the design studio in 98 – I was designing for a lot of brands/ clients in the fashion and sports industry – also mountaineering, Ski and Snowboard garments and for some very nice high end hunting and outdoor companies. I’ve always loved denim and this is mainly linked to American influence from my childhood memories in Scandinavia (Norway) .

FLUXLINGS: Where are you based at the moment? Do you still spend a lot of time in Norway?

ST: I’m based in Paris. My office in Le Marais and my home on the east side in the 20th arrondissement. I go to Norway twice or 3 times a year but only for a few days each time.

FLUXLINGS: The feel of the label is very rebellious and urban, but still fun and childlike. How much do you look at adult collections when you are putting together the new pieces for each season?

ST: I look only at the adult collections – and obviously lots of other things that inspires me.

FLUXLINGS: What is important about a children’s collection that makes it different from an adult range?

ST: The importance of functionality and the fits of course. But generally only details makes a product different from an adult one .

FLUXLINGS: What kind of other cultural influences do you have – music/art/film? Do they feed into the collections at all?

ST: Of course all these influences feed the collections. From my childhood the music is the main influence – I grew up with parents listening a lot to american folk music – in my teenage years I got into rock music and this is still the most vibrating music for me but I listen to a lot of music and different music styles and as my boyfriend is working in the music industry I’m minimum twice a week on concerts and go to lots of festivals in France and also foreign ones (rock, folk , electro , funk ,soul ….). Last concert Neil Young. One of the best concerts the last months Nick Cave.

I love movies and see 3 to 4 films a week. On cinema or DVD. Tonight I’m going to the Silencio club (designed by David Lynch). There is a tiny beautiful cinema there and I will see MUD by Jeff Nichols that I’ve wanted to see for a while and I missed on cinema.

I’m not an expert at all on art, but I’m curious to know more about all arts – I love photography and I do the main expositions in Paris of Painting, Photography and Contemporary art. I’ve been planning to go to Art-Basel for several years and hope I’ll finally manage to organize next year. This week we are leaving for Arles and will spend some days to see the photo expositions there. (http://www.rencontres-arles.com).  

FLUXLINGS: What are your favourite Finger in the Nose pieces from the AW13/14 collection?

ST: The Nikita tie dye girl’s tee and the Clive parka and Cooper shirt for boys. 

FLUXLINGS: I really like the knitwear. I see it is made in part from Alpaca, and the fairisle inspired designs are really cool. Also love the ponchos and the US western inspired pieces. Are they the main motifs for AW or should we be picking up something else too?

ST: YES – together with the more “rockish pices”.

FLUXLINGS: The range has a unisex feel – is that intentional?

ST: YES – initially when I launched the brand my plan was to make only unisex pieces and also to have only basic products carried over from season to season. BUT I realized that this was impossible and now the collection is devised into girls and boys – still with some unisex products. Due to the international distribution the collection is slightly adjusted at design level to corresponds as well as possible to the needs on the markets but the final collection is the same for all countries.

The most important for me is to stay coherent and true to the brand image – even if this sometimes makes it a bit more difficult to develop in some countries.

FLUXLINGS: The collection is getting quite large, but it still has a really cool, underground, boutique feel. Has it always been that big or has that built up?

ST: In 2004 we started up with one product and the collection has been built up and grown every season since then. Finger in the Nose has to stay edgy – I just hope to be able to keep this feel even as the collections and sales will grow.

To see the full collection or for more on Finger in the Nose see www.fingerinthenose.com. Finger in the Nose is available at www.fingerinthenose.com and www.littlefashiongallery.com.