Photo Book Documents Finnish Youth Car Culture and Social Rituals

Photographer Jussi Puikkonen has released a book titled 'Cruise,' published by Garret Publications, which explores the Finnish subculture known as pilluralli. This practice involves young people gathering in their cars on weekend nights, driving loops around towns or socializing. Puikkonen, who was born in Finland and has lived in Amsterdam for 15 years, captured the series between 2020 and 2024. He describes pilluralli as a social ritual that helps participants build identity and belonging, often serving as a rite of passage into adulthood. The photos feature portraits, suburban landscapes, and car details, using a vivid color palette. Puikkonen notes that while many in Finland view the activity as noisy or antisocial, it represents a form of socializing suited to reserved Finnish personalities. The project also highlights socio-economic divides, as those who remain in small towns after others leave for education or work often continue the tradition. Most images were taken at night in northern Finland during summer, utilizing the region's extended twilight, with some winter shots included. Puikkonen drew inspiration from photographers like Alec Soth and Joel Sternfeld, as well as filmmaker Charlotte Wells. He received positive responses from participants when photographing them, emphasizing his aim to portray the subject authentically.