Finnish fashion brands succeed above responsibility.
With the corona pandemic, Finnish fashion brands have had to adapt to a new kind of fashion business. Business Finland supports domestic companies in their international growth plans through the Finnish Fashion Accelerator program.
The program is state-funded and is intended to provide remote growth support to operators in the fashion field that has changed as a result of the pandemic. The five growing Finnish fashion brands included in the program are Nomen Nescio, Terhi Pölkki, Hálo, Lovia and Myssyfarmi.
– After Covid, it is clear that people are thinking even more and more carefully about what they are spending their money on. Every purchasing decision is made more carefully and therefore high-quality, season-resistant and truly timeless products are procured. All five brands, which represent Finnish, slow fashion, meet this demand, says Marta Valtovirta, CEO and founder of Hálo.
The program aims to open doors for these brands to the American fashion market by helping to network with local players, market pricing and consolidate market position.
In addition, to increase visibility, the three brands partnered with a local public relations firm to gain valuable showroom visibility in Manhattan.
Two of the brands, Hálo and Terhi Pölkki, also found a local sales agent through the program, with whom cooperation is growing all the time. The number of American dealers found through it has already more than doubled.
The Finnish textile industry currently employs about 2,000 people. In addition, the fashion store employs thousands throughout the country.
Sustainability is a unifying and key factor in the operations of all these fashion brands, just like most Nordic fashion brands. According to Business Finland, these five brands are currently considered to be the most international Finnish fashion players among small and medium-sized fashion start-ups.
– All the fashion brands involved are united by responsibility, and high-quality and timeless fashion that suits the spirit of the times. These are things that consumers today are looking for and appreciating. In addition, the stories of the characters are authentic and not glued on, says Valtovirta.
Sustainable development in the making of comfortable Finnish brands can be seen in many different ways, starting with responsible production.
For example, Myssyfarmi uses waste wool in its knitted hats. Terhi Pölk’s iconic leather shoes are dyed with natural, non-toxic plant colors.
Lovia leather bags are made by reusing the materials of old leather sofas. Responsibility is also at the heart of Nomen Nescion’s and Hálo’s clothing and their carefully selected European local production.
– It is noticeable that there is a demand for Finnish products. The same is reflected in the increased sales figures and the interest of local press contacts, Valtovirta opens.
American professionals will get to know Terhi Pölk’s shoes, Myssyfarm’s sweaters and Hálo’s clothing next weekend at the New York Designers + Agents trade fair. Nomen Nescio will also have a pop-up store this week at the Finnish Cultural Institute in New York.
Partial source: WWD.