J.W. Anderson partners for a third time with Tom of Finland Foundation

By

Chenu Alexis

Published
Jul 18, 2022

British brand J.W. Anderson, founded by Jonathan Anderson, has just unveiled its third capsule collection made in partnership with homoerotic license, Tom of Finland.

Considered one of the most influential illustrators of the gay and queer culture, Touko Valio Laaksonen, aka Tom of Finland, disappeared in the early 90s. A legacy protected and carried on by the Los Angeles-based Tom of Finland Foundation, which developed a product license ranging from sex toys to lubricants, bed sets and stationery, figurines and jewelry, and candles and perfume.
 
First offered in 2020, exclusively in J.W. Anderson's Soho, New York store and e-shop, the collaboration between J.W. Anderson and Tom of Finland was born out of the Northern Ireland designer's passion for the imagery of Tom of Finland, "one of the most important contemporary designers in history," said Jonathan Anderson at the time, "and one who truly changed the perception of queer culture."

Inspired by the drawings of the series 'The Saddle Thief' released in 1958, the first capsule collection featured a felt bag, a visor and a key ring representing a large penis. The following year had followed with a new collection including T-shirts, hoodie, and shorts, but also shoulder bag, bucket bag and shirt.

For summer 2022, J.W. Anderson announces a new capsule, the third of its kind, and offers a selection of tank tops, sweatshirts and jockstrap that reproduce the sketches and drawings of the work of Tom of Finland. Some accessories complete the launch with passport covers, phone pouches, canvas bum bags, waist bags and oversized totes. 
 

The Tom of Finland license, which is known for its collaboration with fashion brands, has already worked with Comme des Garçons on a line of wallets; with the denim brand Lazoschmidl; and Paddle8 to develop an Action Man figurine on the occasion of Tom of Finland's 100th anniversary, as well as the French brand Carne Bollente. 
 
Last May, it was Diesel and its artistic director, Glenn Martens, who fell in love with Tom, with the release of a Pride 2022 collection of jeans, T-shirts, sweatshirts and underwear featuring Tom of Finland heroes. A collaboration launched as part of the 'All Together' series of exhibitions in Venice and Paris, representing both the original works of Tom of Finland and those of artists inspired by the work, where Diesel acted as main sponsor.