Brand moves from bricks-and-mortar to eco-friendly DTC outerwear
03/12/2019
The online incarnation recently launched with the Winter Parka, made with 3M Thinsulate 100% recycled featherless insulation and a promise to offset carbon emissions 110%.
The change comes despite a string of high-profile accolades over the last five years: in 2014, Askov Finlayson was named by Esquire as a Best Men's Store in America and in 2015 was said by GQ to be among the 10 Best Menswear Stores in America. Until recently, the store carried high-end winter coats from brands like Canada Goose, but as founder Eric Dayton told local media, he noted customers admiring them but unable to afford them.
Mr Dayton decided to create a parka capable of handling Minnesota winters that was both sustainable and affordable, which he could do by launching his own line and eliminating the retail markup. John Ly, formerly of North Face, served as lead designer on the debut parka, which has been called by Fast Company one of the six most innovative coats of 2019.
The Askov Finlayson parka is said to be the first to use 3M’s 100%recycled polyester insulation, and its polyester outer shell and secondary twill shell are also made with 100% recycled materials. Two layers of snapping lapel enclosures seal in a two-way water-resistant YKK Aquaguard zipper closure, and an afield pocket features “Present Mode” technology to block all cell and WiFi signals.
Image: Askov Finlayson
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