Finger in the nose
Launched in 2004 by French and Norwegian natives Jean Yves Campion and Siv Tone Kverneland, Paris-based brand Finger in the nose has gained a cult following with its authentic, rock‘n’roll-inspired but functional children’s clothing. Offering a timeless range of high-quality essentials, the brand is known for its graphic tees, ultra-comfy denim available in a number of washes, and long-lasting knit and outerwear. Not just great to look at, Finger in the nose pieces are made from premium materials to stand the test of time. Easy to wear, bold and full of attitude, Finger in the nose designs are as popular among kids as they are among parents.
INTERVIEW WITH JEAN YVES CAMPION
FOUNDER OF FINGER IN THE NOSE
How did Finger in the nose come about?This project was brought about like many others, from wants, needs, new people and new opportunities. We did not have a direct connection with the world of kids, but we had participated in the creation of the kids’ fashion magazine, MilK. We had in the heart of our studio a team capable of creating a great kids fashion brand and we all wanted a more personal project that did not revolve around a client. Life had given us kids to clothe, but we had a hard time finding pieces that were both durable and elegant. We liked jeans, and the idea of creating a jeans brand for kids came to us after a trip to Japan.
At first we only had one model, the NORTON, an excellent pair faded with two washes. It was probably the world’s first, smallest skinny jeans. It had a better cut and higher quality than other jeans on offer at the time. The look was more rock and authentic than others. Everything started there, and six years later the collection has almost 200 different styles.
Finger in the nose has quite a recognisable style. Where did this style come from and how would you define it?Our NORTON jeans set the tone for the brand: authentic, rock, superior cuts and fits, solid and comfortable, but elegant and similar to the look of young adults. By nature, this pair of jeans was transgenerational, so the brand followed suit. Our clothes, for kids aged one to 16 years old, all have the same range of designs and models.
Jeans are something people wear everyday, that become even better with wear and washing. We loved this idea, and it motivated and inspired us to create the rest of the collection. As for style, it has to appeal to kids and parents alike. We like the idea that a strong emotional connection is woven between the clothes and the person.