The Askov Finlayson flagship store in Minneapolis was founded by brothers Andrew and Eric Dayton in 2011 to offer high quality and timeless product from brands not available in the area at that time, as well as their own eponymous line. Named in an homage to two neighboring towns in Northern Minnesota on the route to and from their family’s beloved cabin, Askov Finlayson has made serious moves since its inception, both with its product offering and support for environmentally responsible practices and climate change solutions. We caught up with Vice President of Environmental Impact and Policy Adam Fetcher to learn more about the flagship store, Askov Finlayson’s dedication to combating climate change through its Keep the North Cold initiative, and what’s happening next.
When people visit the Askov Finlayson flagship store, what’s the vibe they can expect?
The shop is an extension of the Askov Finlayson brand, so we want people to understand the values driving our company: a spirit of year-round outdoor exploration, the cold winters and creativity that define the North, and our deep commitment to protecting those things by confronting climate change. We try hard to be purposeful with the store. For people embracing a four-season outdoor lifestyle, every item we carry needs to serve a clear purpose. Quality, functionality and great design are vital. Of course, climate change is a serious issue, so we try to keep things fun and optimistic, too. We carry the world’s smallest cribbage board and it’s one of our most popular items.
How is Askov Finlayson employing sustainable practices in the manufacturing of its line?
Building a more environmentally responsible supply chain is a major priority, and we’ve made some important changes so far, like transitioning to 100% organic cotton in our North tees this past year. But we’re also rethinking our fundamental business model. We’re thinking creatively about how we can deploy resources toward solving climate change in direct relation to our negative environmental impact, so that we create a net positive for the planet. It’s no longer enough to simply reduce the harm we cause. We need to reverse it. That’s our long-term vision and we’re excited to keep you updated on what’s to come.
The company is dedicated to combating climate change by working with Climate Generation. How does the program work and how does it contribute to the education of high school students to become leaders in the climate change fight?
To confront a challenge as massive as climate change, we need to be thinking generationally. Climate Generation empowers young people to lead their peers, lead their communities and eventually lead the world in developing and implementing solutions to climate change. The organization was founded by our friend Will Steger, the legendary Minnesota-based polar explorer and climate change activist. His vision was to use education to prepare high schoolers for success in a world in which our planet is at serious risk. Climate Generation is our founding Keep the North Cold partner, and we’re proud our support has helped empower more than 1,500 future climate leaders over the past three years.
You recently joined Askov Finlayson as their VP of Environmental Impact and Policy. What are some of the ways you are growing the company’s implementation of Keep the North Cold? Are there any new initiatives that will be rolled out in the near future you can share?
I’m really excited about the direction we’re headed. I joined Askov Finlayson because I saw in Eric Dayton a willingness to lead courageously on climate and a vision for ambitious innovation on behalf of the planet. We share the belief that conventional business is a losing strategy for the long term. To succeed in business, we must upend our entire approach to solve the world’s biggest existential threat.
Our mission to Keep the North Cold will play a more fundamental role in how we do business going forward. First, I’m working to measure and reduce our environmental footprint. Everything we do takes a toll on the planet and we need to assess the damage so we can act meaningfully to address it. Second, I’m leading the development of a new model for translating the harm we create into even greater positive impact, creating an overall net benefit from our company’s operations for the planet. This is where we can be really bold, and we’ll be ready to share details in the coming months. Third, we’re working to connect people to the issue of climate change in new and interesting ways. This is notoriously hard, but I think we can do it by offering a positive vision for the future and redefining the consumer’s role as it relates to the environment. Keep the North Cold is about envisioning a healthier, more prosperous future where we can continue our winter traditions here in the North.
We’re actively growing our network of support for organizations on the leading edge of climate change solutions and working to become a certified B Corp ourselves.
What’s next for Askov Finlayson? Will the line be expanding or are there any new initiatives on the horizon?
We’re experiencing change in absolutely every area. Our team is growing and we’re in the process of bringing on a senior designer to lead product development. We’re expanding our line of clothing and accessories, while increasing relevance to the outdoor customer, especially for cold winter activities. We’ll be embedding our Keep the North Cold mission into every aspect of the business and making an important announcement about our business model moving forward. We’re working to strengthen our ability to tell stories and expand our audience. In February, Minneapolis will play host to the “Bold North” Super Bowl—the biggest moment yet for the growing North movement, which began as a hat in our shop five years ago. So, I feel confident saying you’ll hear more from us soon.
Images courtesy of Askov Finlayson.
xx Alex
This article was originally published in RANGE Magazine Issue Eight.