From small-town Joensuu to Helsinki’s big-city lights – that’s the path Leevi Owie carved for himself. A young fashion obsessive and bubbly socialite, he traded quiet streets for the capital’s fashion and PR scene, where his bold dressing quickly found a home. Over a Bacardi Lemon Vichy, he invited Eva-Liisa in for some style talk. Here’s what came of it.
I think my style awakening happened when I was 16, when my family took a trip to Milan. Seeing how Italians dress – the silhouettes, the attitude, the way they carry themselves – made me want to do the same. I bought a few staple pieces on that trip that I still wear today. After that, my style just kept evolving into something more exciting.
I bought the Miu Miu cardigan from Vestiaire and love it simply because it’s Miu Miu. The jewelry is Kalevala Koru (I work with them) and Aida Impact (my best friend’s brand). The pants are on loan from designer Otto Koiso-Kanttila, originally borrowed for Copenhagen Fashion Week. This is close to my work look – just way more extra.
The big boot necklace (Aida Impact) was a gift from Elina when we had just met. The gold-and-silver Itu pendant (Kalevala Koru) came from my first Copenhagen Fashion Week showroom. The fish necklace (Aida Impact) was a random gift when I walked into Elina’s store during my lunch break without any jewelry on.
As a kid, I was always playing dress-up with my little sister. I’d style both of us in the craziest outfits I could find in my mom’s and grandma’s closets. There’s even a picture of me in a dress made out of a trash bag, paired with heels. My grandma had all this sparkly, glittery stuff she called “bling bling,” and I adored it. When she passed away, I got a lot of her old jewelry, which I still cherish. She was the most similar to me in my family – hot-headed and bling-bling-loving.
The White Truffle Shirt. The shirt is from Vain, one of my favorite Finnish brands. I found it at a sample sale, and its unique vibe makes it special.
My style really started taking shape in high school. I wanted to stand out and be recognized for how I dressed. I worked as a waiter and spent all my money on fashion, partying, and travel. The more people in my small town stared at me for what I was wearing, the more I loved it.
This jacket is from my stepfather’s mother, a vintage piece she bought decades ago. The pants are on loan from designer Nina Damljanovic, originally borrowed for Copenhagen Fashion Week. The Cow Bag is a birthday gift made in Africa. I named her Heluna – a classic Finnish cow name – and she goes everywhere with me. When I moved to Helsinki, I joked she seemed lonely, so I ordered her a “mother”: a cowhide rug.
Why do some people dress cool and others don’t?
I think coolness comes from how you carry yourself and how true you are to your own style. Even if you’re wearing the wildest couture pieces, the clothes shouldn’t carry you – you should carry them. Most people actually know how to dress cool, but they lack confidence, time, or resources. It’s cliché, but confidence really is everything. For me, style begins with that.
The white shirt is from Samsoe Samsoe – my favorite brand for essentials, and I sometimes stop by their Helsinki store just to chat. The Prada top is from Vestiaire.
Clothes are a double-edged sword. What you wear today can say a lot about your beliefs and values. At the same time, I love wearing vintage fur even though I think fur farming is disgusting. But vintage fur is one of the most ecological garments you can own. Some people get angry or question me, and I usually provoke them even more by saying, “Oh yeah, there are nine foxes in this.”
The Broken Louis Vuitton. My first designer bag, ordered from eBay Japan in high school. My friends and I opened it together like it was a ritual – all of us sitting excited in the living room. It’s broken now, but after everything it has been through, it deserves a rest.
The Brown Blazer. A great-quality Vinted find that doesn’t need anything worn underneath.
Hunting for special pieces gives me pure joy. It feels like a sport – you can search for something for months, and when you finally find it, the reward is incredible. The opposite hurts just as much: when the vintage piece you’ve wanted forever gets sold. I still think about the perfect dark red Gucci Jackie I found on Grailed years ago for around 120€. Someone bought it before I did, and I still think about that bag once a week.
I don’t usually think of clothes as memory keepers. Some pieces mean a lot to me, but not because of a specific moment – more because of how I use them now and how I know I’ll use them in the future. It’s about the relationship I’ve built with them.
The robe is by my friend Niklas Hagström. He once handed it to me saying, “I don’t want it,” so it’s lived in my closet ever since. I’ve never worn it, but it could make an incredible avant-garde morning look.
I do regret selling a few things. My embellished, see-through glitter shirt from my 18th birthday – I returned it after the party, which I now deeply regret. I’ve been searching for the same one again, with no luck. Also my warm Ami Paris knit. But in general, I’ve kept everything I know I’d miss. If I don’t love something anymore, I’d rather give it to a friend.
I got this fox fur jacket in high school. My friend Emmi called me during English class saying she’d found the perfect one in a thrift store. I couldn’t buy it yet and just prayed no one would take it. A week later it was still there – and cheaper. Beautiful fate.
What matters in my everyday outfit?
Everything and nothing. If I feel bad about myself, I want a hoodie with a huge hood and sunglasses. But dressing up can also fix my mood. I always try to keep a French level of chicness. Details and accessories matter the most – jewelry, a scarf, all the small things. They make most of my outfits.
This outfit feels dark, dramatic, and a bit 1700–1800s soldier. The Napoleon jacket was something I’d wanted for ages. The fur-collar jacket is a 20€ thrift find from Joensuu – mink collar, 100% wool – and the pants are from Samsoe Samsoe.
Who inspires me?
My closest friends inspire me constantly. Claudia Cifu, who has worked as a stylist and creative in Finland and abroad, influences how I combine pieces. Elina Siira, founder of Aida Impact, always wears the perfect jewelry. And Martta Louekari, founder of Fashion in Helsinki – she and I are like Miu Miu and Prada. We’re usually both in black and unintentionally matching. The fashionable people around me give me so much inspiration.