Kekäle – How Much Is Enough?

Kekäle asked, “How much is enough?”—and answered, “Less, when you love what you have.”

The clothing retail chain Kekäle encourages people to buy less and to keep—and wear for longer—the clothes they truly love. This responsible ethos, which opposes fast fashion, also formed the basis of a campaign that asked, “How much is enough?”

The aesthetic and emotional durability of clothing ensures a long-lasting relationship between the garment and its wearer, as well as countless shared moments. When you have clothes that you feel comfortable in, the need to shop for new clothes arises less often. One favorite piece of clothing is more valuable than ten ill-fitting impulse purchases—regardless of price.

Finns have a huge number of clothes in their closets that they never wear. Because we buy more than we need, there are kilometers upon kilometers of unused textiles. This startling fact was dramatized in the campaign through a stylish visual story that brought this excess to life and communicated Kekäle’s mission to promote more sustainable fashion.

The images drew on aesthetics familiar from the fashion world and showcased an endless array of absurd garments that would be impossible—or at least crazy—to wear. Elements of the campaign appeared in outdoor advertising, on digital channels, and on the cover of Helsingin Sanomat, among other places, and they made it clear that less is more—and that at Kekäle, you’ll find exactly the favorite clothes you want to wear.

ÄÄRI was responsible for producing the images.