Finlayson is a small contender from Finland, standing tall among the global giants of fast fashion. For Finlayson, it’s all about building a vital, engaging brand and being competitive through responsible conduct.
Finlayson is well aware that it operates in one of the most irresponsible industries in the world. Back in the day, John Lennon and Yoko Ono famously protested against the Vietnam war in bed with their ‘Bed-ins for Peace’ campaign. Today, the textile industry with its irresponsible ways kills more people than all wars combined.
Finlayson’s Bed Peace was born as a reaction. This is Finlayson’s major theme for the year, incorporating brand building, collection launches, and strategic advertising. The goal is to build and convey an image of responsibility, drive sales of all Finlayson products, and challenge Finns to reconsider their own behaviour as consumers.