Askov Finlayson Reopens As Direct-To-Consumer Outerwear Brand

It’s not every small business that has the luxury of pressing pause for the better part of a year to reinvent itself. But Eric Dayton is not your typical small business owner. So he closed the door on Askov Finlayson, his North Loop menswear boutique, and re-launches this week as a direct-to-consumer outerwear brand. “The store as we knew it is not reopening,” Dayton explains. “That chapter of third-party retail is closed so we could really focus on this new chapter: doing our own products.” Dayton put all of his team’s energies into creating what he considers the perfect parka: made with sustainable materials and built to withstand a Minnesota winter, but priced below premium competitors like Canada Goose, which can sell for $1,000 or more. The Askov Finlayson parka, available in men’s and women’s sizes, is $495. It comes in navy, green, or gold. It is now available online and the Minneapolis showroom opens to the public on Saturday. Read more at Twin Cities Business.