Buy Only Finnish Fashion Challenge 2025

Buy only Finnish Fashion Challenge 2025” - haaste

#vainsuomalaistamuotia2025

The brands of Finn Fashion Friday are launching the “Buy Only Finnish Fashion 2025” challenge. The rules of this challenge are clear: throughout the year, you can only buy clothing, accessories, and shoes from Finnish brands. And yes, this challenge also includes underwear and socks.

The purpose of this challenge is to get people to reflect on their shopping behavior and consider what is really needed and where to find Finnish alternatives. A year of this challenge will reshape your thinking and will certainly make many realize the power of permanent change. I need new pants—what do Finnish brands have to offer? Where can I find Finnish underwear or shoes?

What is Finnish fashion? 

The challenge does not limit the country of manufacture, as when buying from a Finnish brand, 80% of the money stays in Finland anyway. We encourage everyone taking part in the challenge to also extend it to accessories like jewelry and bags, as well as home and interior products. However, store chains’ own brands made abroad are excluded from the challenge—they are not considered Finnish fashion. Buying second-hand products is, of course, allowed regardless of origin.

Because, why not? 

Exactly. Many of us are drowning in stuff, and no one really needs all that junk. This challenge is a natural continuation of the “Five Clothing Items Year” challenge from 2023, which received much visibility and accelerated positive change. Right now, with our own consumption, we can truly influence the direction of development.

Join in and share your participation! We will do the same.

#vainsuomalaistamuotia2025