Askov Finlayson is a

Minneapolis Minneapolis is a city in Hennepin County, Minnesota, United States, and its county seat. With a population of 429,954 as of the 2020 United States census, 2020 census, it is the state's List of cities in Minnesota, most populous city. Locat ...

-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 Bruce Bliss Dayton (August 16, 1918 – November 13, 2015) was an American retail executive, businessman, heir to the Dayton's, Dayton's Company fortune, and philanthropist. Dayton was the last surviving member of the five Dayton brothers – ...

and sons of Minnesota governor

Mark Dayton Mark Brandt Dayton (born January 26, 1947) is an American politician who served as the List of governors of Minnesota, 40th governor of Minnesota from 2011 to 2019. He served as a United States Senate, United States Senator representing Minneso ...

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 Interstate 35 (I-35) is a major Interstate Highway in the central United States. As with most primary Interstates that end in a five, it is a major cross-country, north–south route. It stretches from Laredo, Texas, near the Mexican bo ...

, Exit 195.

History

In 2014, Askov Finlayson was named by ''Esquire'' to the list of "The 11 Best Men's Stores In America". In 2015, '' GQ'' named it among "The Top 10 Men's Stores in America". In 2017-2018, as the company began shifting to making and selling its own outdoor gear, the company hired Adam Fetcher, a former

Patagonia Patagonia () is a geographical region that includes parts of Argentina and Chile at the southern end of South America. The region includes the southern section of the Andes mountain chain with lakes, fjords, temperate rainforests, and glaciers ...

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. 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. In November 2019, Askov Finlayson was relaunched as a

direct-to-consumer Direct-to-consumer (DTC or D2C) or business-to-consumer (B2C) is the business model of selling products directly to customers and thereby bypassing any third-party retailers, wholesalers, or middlemen. Direct-to-consumer sales are usually transa ...

outerwear brand, to eliminate the

retail Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is the sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholes ...

markup and undercut competitors on price.

References

External links

* *{{facebook, AskovFinlayson Clothing companies of the United States Companies based in Minnesota 2010s fashion Outdoor clothing brands Menswear designers Fashion accessory brands High fashion brands 2011 establishments in Minnesota Clothing companies established in 2011 American companies established in 2011