Finnish premium label known for its signature heart motif, upcycled materials, and dark, subculture-inspired design.
ORIGIN
Finland
PRICE TIER
premium
Founded in 2022 by creative director Jimi Vain and CEO Roope Reinola in Helsinki, VAIN is a Finnish premium fashion label that explores the aesthetics of love and human connection through a dark, subcultural lens. The brand quickly gained global notoriety following a viral collaboration that transformed old McDonald’s staff uniforms into a high-fashion collection, establishing its reputation for subversive upcycling.