Marimekko’s fashion and textile designs from the 1970s captured the free spirit and funky aesthetic of the decade with bold yet simple organic forms. The Finnish company’s approach to design also reflected interest in a youth culture which questioned conformity and authority. Marimekko famously blurred the lines of gendered fashion systems. The company also challenged traditional design methods, adjusting their approach to allow for mass customization.
Pentti Rinta, Marimekko, 1970s, mass customization