Elegant, Punk and Street: At Way Out West With Siim Liivik
Together with Zalando, team Hypend flew to Göteborg to spend a day with Siim Liivik at one of Scandinavia’s most iconic festival weekends.
A former professional hockey player turned one-of-one cultural personality, Siim has never really fit into one clear box. Sport, fashion, music, humor, confidence, a little chaos: it all seems to move through him naturally. That same energy made him the perfect person to follow through a Nordic festival setting, where style is less about dressing up for the camera and more about showing up as yourself.
Between festival grounds, fit checks, summer energy and a photoshoot with Zalando, we sat down with Siim for a Q&A to talk about personal style, festival fashion, Scandinavian menswear, future plans and what it means to be confident in your style and the most Siim Liivik version of himself.
“Let’s rock and roll.”
Yo Siim Liivik! What’s going on?
Yo, yo, what’s up! We’re here at a Nordic festival in Sweden, and I'm surrounded by Vikings, which makes me feel very safe and at home. To be honest, Nordic people do have a good sense of style. I see lots of smiles and great styles. Overall, I'm feeling great — it's awesome and everything feels perfect. I really love it.
What are you most excited about being at a festival in Sweden?
I’ve been to every Finnish festival, so I’m super excited to be here in Gothenburg and experience a Swedish festival for the first time. I played in the SHL in Örebro, and the crowd there was insane, so I expect Swedish people to festival really hard.
You’ve been to many festivals in Finland and other countries. How has festival fashion changed over the years? Do you think people care more about what they wear to festivals nowadays?
Festivals have always been a place where you can go crazy. Nowadays, people might care a little more about what they wear to festivals. It’s easier to order something online, like from Zalando, while you’re at home and then mix it with your own things.
I love that people mix different pieces and bring out whoever they want to be. Like me — I even dyed my hair red for the festival, because red is the best color at the moment. It’s going to be a trend. Trust me. Let’s get it.
What makes a great outfit for you? Is it the silhouette, the brands, the vibe, or something else?
For me, a great outfit has to have emotion. It has to be you. Whatever it is, if I can see and feel that it’s really you, then it’s a great outfit. That’s what I think.
“Elegant, punk, and street.”
As their brand ambassador, Zalando has described you as someone who moves easily between different styles and categories. Would you describe yourself that way as well?
I can move anywhere, everywhere, with anybody. I don’t take myself too seriously, so that makes it easy for me to move wherever.
What is one Scandinavian menswear trend that makes you shake your head?
I’ve heard that skinny jeans are coming back. You have never seen me in skinny jeans, and you will never see me in skinny jeans. But never say never, I guess.
Best-dressed athlete of all time?
I have to go with David Beckham, but I really like Héctor Bellerín as well.
Most underrated piece in menswear?
Boxers for sure — so great underwear.
One trend you secretly love?
Uh, I love women's skirts.
Best Finnish word to describe your style?
Etenee.
Favorite city to go shopping?
Gotta say Milan.
Leather or jeans?
Jeans at the moment.
Personal anthem?
The XX - Intro
Sunday’s chill track?
Bob Marley & The Wailers Could You Be Loved
Hypend classic: best food joint in Helsinki?
This is a tough one, but I gotta go with my homeboy Serko Rantanen’s place called Boon Nam.
Favorite comfort food?
Mac n’ Cheese
Pregame or an afterparty?
Nowadays, pregame.
What piece should every person try wearing at least once?
Women's high heels.
Who is Siim Liivik in 2026?
Siim Liivik in 2026 is the most Siim Liivik I have ever been. Finally, I feel like Siim Liivik is who I am.
Is there something you would like to say to the world?
Just be yourself. That’s all that matters. Don’t take yourself too seriously, and make love – Thank you, Sweden. Thank you, Gothenburg. Thank you, Zalando. Thank you, Hypend. Hope to see everyone again soon!
If there is one thing that stays with you after spending time with Siim, it is that his style is not really about clothes alone. It is about attitude, flow, and not taking yourself too seriously.
At a festival in Göteborg, that made perfect sense. A Nordic festival is its own kind of runway: part weather survival, part people-watching, part self-expression. Together with Zalando, Siim reminded us that the best outfits are not the ones trying hardest to impress, but the ones that feel the most honest.
Elegant, punk and street — his words, not ours. And somehow, that says it all.
You can Shop the featured looks on Zalando
Zalando hub at Way Out West 2026
Zalando at Way Out West
Marking its fifth consecutive year as a key partner of Way Out West, Zalando brought its physical hub, The Corner, back to the festival for its second year running. Designed to merge culture-driven conversation and live performance, this physical space acted as the ultimate cultural hotspot. The live festival activation featured:
Exclusive Live Performances: A special live stage set by Swedish breakout artist Jalda.
Unfiltered Live Talks: Intimate panels and raw conversations featuring Swedish artists Killen and Daniela Rathana.
Interactive Festival Culture: A dedicated community space offering surprise DJ sets, retro gaming, and a curated library.
Curated by Hypend:
Kasper Kasanen (Editorial), Karim Awad (Photography),
Mitro Boahene (Video), Joel Kotivuori (Logistics), and Nikke Hellström (Stylist)