Why A Small Minneapolis Fashion Brand Is Making Climate Change Part Of Its Business
For the first few years of its existence, Minneapolis menswear brand Askov Finlayson‘s focus was both on its products–namely, its signature North hats–and a fundamental redefining of its chilly corner of the midwest. Instead of just another northern section of flyover country, CEO and cofounder Eric Dayton wanted his home state to be recognized as the northern paradise he holds it to be. Specifically, the North. And judging by Askov Finlayson’s growth, as well as how others in Minnesota have embraced the notion, it’s working. The upcoming Super Bowl in Minneapolis is branded “Bold North,” and the local pro sports teams have tucked it into their own taglines: the NBA’s Timberwolves’ “All Eyes North,” NFL’s Vikings’ “This Is the North,” and MLS’ United FC’s “The North Is Rising.”
photo credit: Onasill ~ Bill Badzo
