The beauty of things built to last

Originally from a small town in Norway, Rune Kjelseth’s journey into photography began long before social media made it a career. “I bought my first camera when I was eleven,” he says. “A little point-and-shoot film camera. I didn’t know you could actually be a photographer back then, there just weren’t many where I grew up.”
For years, he worked as a model, travelling across Europe and Asia. Somewhere along the way, the camera turned back on him. “I started taking portraits of other models while we were travelling, and that’s when I fell in love with it,” he says. “I realised I could tell stories through photos, even simple ones.”
Now based in Helsinki, Finland, with his wife and two young children, Rune runs a one-man studio from home. His work—a mix of portraiture, product photography, and storytelling—feels like an extension of the life he’s built: quiet, detailed, intentional. It’s also deeply influenced by his love of clothing made to last.
“I’ve always liked quality over quantity,” he says. “When I was travelling full-time, I lived out of a backpack. You learn quickly what matters…one good pair of jeans, one jacket, a pair of boots you can rely on.”

That philosophy naturally drew him to heritage style: sturdy denim, waxed canvas, leather that looks better with age. And eventually, to Jim Green.
He first discovered the brand through its collaboration with Rose Anvil. “I’d been wearing barefoot shoes for years because of a toe injury, and I always loved good-looking boots,” he says. “When I saw the barefoot collab, that’s when Jim Green came on my radar.”

His first pairs were the Meander Moc Toe and Barefoot African Ranger, followed by the 719s and Stockman Chelseas. “They’re just great boots,” he says simply. “Solid, timeless, made to last. I could have them in another colour just for variation. Not my last pair for sure.”
Rune’s appreciation for durability runs deeper than style, it’s about values. “I try to buy things I can keep for a long time,” he says. “The only reason I’d replace something is if my taste changed ten years later.”

Scroll through his Instagram, @rufromthenorth, and you’ll see that sentiment in every frame: natural light, raw texture, and a sense of stillness that feels rare in the online world. “I like when things are real,” he says. “The boots, the clothes, the photos…they should all tell the same story.”
Recently, Rune has been bringing that same approach to YouTube, “I’ve gotten a lot more active on YouTube the last few months as well,” he says. “I’ve made a few short videos about Jim Green, and will definitely be making more.” His channel, Ru From The North, blends the same stripped-back aesthetic found in his photography.

For Rune, it’s not about trends, icons, or flash. It’s about craftsmanship, comfort, and wearing something built with care. “I’ve always loved a good-looking boot,” he says, “especially one that’ll be with me for years.”

Cheers,
The Jim Green Team