Askov Finlayson

Last updated
Askov Finlayson
IndustryApparel/Clothing/Fashion
Founded2011;14 years ago (2011)
FoundersAndrew and Eric Dayton
Headquarters Minneapolis, Minnesota U.S.
ProductsPremium men's apparel and accessories
Website www.askovfinlayson.com

Askov Finlayson is a Minneapolis-based fashion brand and outfitter featuring primarily menswear, men's outdoor apparel, gear and accessories. Askov Finlayson was founded in 2011 by Eric and Andrew Dayton, grandsons of Bruce Dayton and sons of Minnesota governor Mark Dayton. [1]

Contents

Etymology

Askov Finlayson is derived from a combination of the names of two small towns, Askov and Finlayson, in east-central Minnesota who share a freeway exit on Interstate 35, Exit 195. [2]

History

In 2014, Askov Finlayson was named by Esquire to the list of "The 11 Best Men's Stores In America". [3] [4] In 2015, GQ named it among "The Top 10 Men's Stores in America". [5] In 2017-2018, as the company began shifting to making and selling its own outdoor gear, the company hired Adam Fetcher, a former Patagonia executive and spokesman for President Obama, to develop an innovative climate positive impact model – launched with the name "Give 110%" – in which the company would calculate the social cost of its global carbon footprint and donate 110% of that amount to support climate change solutions. [6] In January 2019, Askov Finlayson’s North Loop store closed, for the company to focus on its own product development and stop selling third-party brands. [7] In November 2019, Askov Finlayson was relaunched as a direct-to-consumer outerwear brand, to eliminate the retail markup and undercut competitors on price. [8]

References

  1. ↑ "Bruce Dayton, scion of Minnesota retail family that founded Target, dies at 97". Los Angeles Times . October 13, 2015. Retrieved November 15, 2015.
  2. ↑ "It's Cold in Minnesota: Menswear Brand Askov Finlayson Wants to Keep it that Way!". The Robin Report. January 22, 2018.
  3. ↑ "The 11 Best Men's Stores In America". Esquire. August 14, 2014.
  4. ↑ "The 5 Items You Need This Fall, According To Askov Finlayson". Esquire. August 28, 2014.
  5. ↑ "The GQ 100: The Top 10 Men's Stores in America". GQ. November 23, 2015.
  6. ↑ Ruggiero, Adam (2018-04-06). "MN Retailer Askov Finlayson Bets Big to 'Keep the North Cold'". GearJunkie. Retrieved 2025-05-06.
  7. ↑ Kaplan, Allison (2019-01-09). "Askov Finlayson to Close Temporarily; Stop Selling Third-Party Brands". Twin Cities Business. Retrieved 2020-08-11.
  8. ↑ Kaplan, Allison (2019-11-07). "Askov Finlayson Reopens as Direct-to-Consumer Outerwear Brand". Twin Cities Business. Retrieved 2020-03-19.
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