Askov Finlayson

Askov Finlayson is a Northern outfitter and Minneapolis-based fashion brand 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]

Askov Finlayson
IndustryApparel/Clothing/Fashion
Founded2011 (2011)
FoundersAndrew and Eric Dayton
HeadquartersMinneapolis, Minnesota U.S.
ProductsPremium men's apparel and accessories
Websitewww.askovfinlayson.com

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]

In 2014, Askov Finlayson was named by Esquire as a Best Men's Store in America.[3][4] In 2015, it received more national exposure, as GQ named it among The 10 Best Menswear Stores in America.[5] 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.[6] In November 2019, Askov Finlayson was relaunched as a direct-to-consumer outerwear brand, to eliminate the retail markup and undercut competitors on price. [7]

The North Movement

Askov Finlayson spearheaded a growing movement[8] in Minnesota that aims to break free of the state's Midwest roots and embrace its cold winters with a new identity: The North.[9] The movement led to the theme of Super Bowl LII: Bold North.[10][11] Climate change is a part of the business of Askov Finlayson, which has committed to giving 110% of its environmental impact cost back to organizations fighting climate change as part of its Keep the North Cold initiative.[12]

Notable stock

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. https://www.therobinreport.com/its-cold-in-minnesota-menswear-brand-askov-finlayson-wants-to-keep-it-that-way/
  3. https://www.esquire.com/style/mens-fashion/a29667/best-mens-stores-in-america-081414/
  4. https://www.esquire.com/style/mens-fashion/g1812/5-for-fall-askov-finlayson-082814/
  5. https://www.gq.com/story/the-10-best-menswear-stores-in-america-gq-100
  6. Kaplan, Allison (2019-01-09). "Askov Finlayson to Close Temporarily; Stop Selling Third-Party Brands". Twin Cities Business. Retrieved 2020-08-11.
  7. Kaplan, Allison (2019-11-07). "Askov Finlayson Reopens as Direct-to-Consumer Outerwear Brand". Twin Cities Business. Retrieved 2020-03-19.
  8. https://www.vogue.com/article/minneapolis-shopping-guide
  9. https://www.wsj.com/articles/minnesota-embraces-its-terrible-weather-wont-you-too-1516582494
  10. http://www.minnesotamonthly.com/Blogs/Twin-Cities-Style/Super-Bowl-Sized-Shopping/
  11. https://www.usatoday.com/story/sports/nfl/2018/01/29/minnesota-officials-welcome-super-bowl-to-the-bold-north/109918252/
  12. https://www.fastcompany.com/40513982/why-a-small-minneapolis-fashion-brand-is-making-climate-change-part-of-its-business
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