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The fifth anniversary of Finn Fashion Friday November 22nd–24th: It's time to celebrate with a record number of participants!
The very own celebration of Finnish Fashion is celebrating its fifth anniversary this coming weekend. The event has grown again to a new record, despite exceptionally tough times for small and responsible Finnish fashion brands. FFF encourages consumers for responsible consumption and supporting local brands while the ultra-fast fashion continues to grow and thrive. "Even though responsibility, as a value, has been casted aside by the masses, deep down everyone knows that it is more important than ever. Finn Fashion Friday is not about gloom. It’s time to celebrate all the beautiful and sustainable things that Finnish fashion and lifestyle brands represent," says Anna Rauhansuu from Myssyfarmi, who is behind the concept.
The event features 33 Finnish brands, nine of which are new comers. The strength of the campaign lies in collaboration, appealing to both those within the industry and Finnish fashion fans. "We don't see other Finnish fashion brands as competitors; our shared enemy is fast fashion. With a campaign like this, we can collectively gain more visibility. Every person we convince to make a better choice is a win for all of us," says Riku Keihäsniemi from Toive Company, that is participating for the first time. All the brands are looking for reaching out for their fans and gaining new audiences by offering special campaign deals that encourage for responsible choices. This year's theme is "Be a Finn Fashion Fan" – to be a true friend and fan of Finnish fashion. The power of Finnish fashion lies in its loyal fans, and the variety of the collections will surprise newcomers. Regardless of the country of manufacturing, when you buy from a Finnish company, 80% of the money stays in Finland—a fact that many consumers may not realize.
Too many brands that participated in the first event five years ago have either closed down or faced serious difficulties. This is something that needs to be openly addressed. "If Marimekko’s interim report showed a 9% drop in third quarter sales in Finland compared to last year, the decline for small brands is even steeper. 'FFF - Say No to Finn Fashion Funerals' is dark humor among industry insiders. When one of us goes out of business, we don’t just lose a small business, but Finnish design and urban culture—part of our identity," Rauhansuu notes. "But the best part is that many brands have also grown profitably, expanded into new markets, or secured new rounds of financing. Today, we celebrate the resilience of Finnish fashion. We don’t give up easily; we find ways to endure and thrive."
Terhi Pölkki, who has participated in the campaign since the beginning, adds, "What makes this event special is the Finnish companies coming together. Let’s create an amazing campaign, making some noise for our values and for domestic work. We don’t have to do this—we get to do this every day. It's a good reminder for all Finns!"
It’s time to celebrate. Instead of a quiet moment, let’s have a real party—be a Finn Fashion Fan!
Finn Fashion Friday takes place from Friday to Sunday, November 22nd–24th, a week before the global Black Friday. The event features fashion and lifestyle brands, second-hand brands, and stores focused on Finnish fashion only. Participants: Aarrelabel, Arkive Atelier, Costo, Finarte, Formal Friday, Frenn, Kaiko Clothing, Kasperi, Koto Designmarket, Lee Cooper, Lovia, Luv North, Mainio, Mifuko, Miia Halmesmaa, Morico, Myssyfarmi, Pomar, Purewaste, Ruskovilla, Samuji, Sasta, Suomimuodin Lumoissa, Televisio Lifestyle Store, Terhi Pölkki, Toive Company, Tuohi Jewelry, Vaiko, Vain Fashion Group, Very Nice, Vimma Company, Voglia, and WOWO Vibes.
Website:http://finnfashionfriday.fi/
Facebook page:https://www.facebook.com/finnfashionfriday
Facebook event:https://fb.me/e/7luhxPSr9
