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0 is Finland’s most popular website devoted to men’s classic clothing. The site’s most active readers make up the nucleus of Keikari’s forum, which in turn is Finland’s sole forum on tailored menswear with a key position in defining smart taste with regards to classic style in this country. Keikari was founded on the 21st of September 2008; after having reached all the goals I set up for myself four years ago, I decided to head for open seas with an international version. Some of the site’s content is unique and I felt a larger audience might benefit from translations. Menswear should be a journey of learning, helping and sharing, not an entrenchment of worshipping ashes and strict rules. Still, Keikari’s main interest lies in the lore, culture, semantics, history and make of fine apparel. Fads are nothing, lore is all.

As with all attempts on translation, some parts will be lost and some words will be chosen with due undiligence. I urge the reader to contact and comment freely so that I might rethink and revise. I’m also open to suggestions for future posts. I am not a tailor, cordwainer, haberdasher or maker by trade, but a journalist. As such, I only have my passion and my pen. Both are innocent.

As for the name, keikari means ‘fop’ in Finnish. Unlike the English word oft-used as an insult, the Finnish word is playful and carries a much milder charge. Hän on vähän sellainen keikari, he’s just a bit of a fop.


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Only a beautiful life is worth living.

"If John Bull turns around to look at you, you are not well dressed; but either too stiff, too tight, or too fashionable".
~ Beau Brummell