Celebrating the North means protecting it, too. Climate change threatens our cold winters, and with them, our best traditions. To combat climate change, we need to rethink our relationship with the planet. So we’re going to Give 110%. Literally.  

We’ve reimagined our business model to measure the climate cost of our business—and then give away more to support climate solutions. Fighting climate change demands a relentless spirit of exploration. This is our biggest adventure yet. Join us.

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Read our open letter from co-founder Eric Dayton:

Giving 110% To Keep The North Cold

Team North,

In 2013, Askov Finlayson introduced our first run of North Hats. And with them, an idea defined by hard work, creativity, cold winters, and year-round exploration. We couldn’t have imagined the momentum that would follow. Thanks to you, the North has become a movement. And we’re committed to making it a movement for good. Since 2015, our Keep The North Cold program has helped empower and educate the next generation of climate leaders.

But as our small store has evolved into a growing clothing company, we’ve become increasingly aware of the contributions of our business toward the very problem we’re trying to solve. We’re proud to make high-quality products designed for outdoor use all year long, but the production process of apparel adds to the issue of climate change, which is warming our winters here in the North and impacting people’s lives around the world.

We won’t beat climate change by simply reducing our environmental impact. We need to rethink our relationship with the planet and do more good than harm.

Today, I’m excited to announce a new business model designed to create a net climate benefit. Starting this year, Askov Finlayson will invest more money fighting climate change than running our business costs the planet. We’ll do this by measuring the annual carbon footprint of our operations and supply chain for all Askov Finlayson products and then Giving 110% of that cost to leading-edge organizations working to solve the climate crisis.

To jumpstart this initiative and meet the urgency of climate change head-on, we’re committing $1 million over the next five years to support some of the world’s most innovative climate action organizations. We will begin deploying these resources in 2018 as we work to build a credible carbon footprinting model that can scale with our company over the years to come.

This is a complex endeavor with a lot of unknowns, but we embrace the challenge. Fighting climate change demands a relentless spirit of exploration and optimism – this is our biggest adventure yet. Here’s the plan:

  • Measure & Reduce Impact: Measure the carbon footprint of our operations and supply chain while working diligently to reduce our environmental impact wherever possible.
  • Calculate a Financial Cost: Create a formula using the Social Cost of Carbon to convert our environmental impact into dollars on an annual basis, and share our calculations with you.
  • Give 110%: Donate 110% of our climate cost to innovative organizations fighting climate change in four key areas of focus: Education, Agriculture, Energy, and Climate Justice.
  • Communicate Relentlessly: Keep you closely informed as we deploy our $1 million pledge and develop our model for giving 110% going forward. And we’ll help you get involved, too!

To lead all of these efforts, we’ve brought on Adam Fetcher in the newly created position of Vice President of Environmental Impact & Policy. A native Minnesotan, Adam was previously Director of Global Communications at Patagonia and served President Barack Obama in several senior roles, including Press Secretary for the U.S. Department of the Interior.

In addition, we’re in the process of pursuing certification as a B Corporation to embed our Keep The North Cold philosophy deep into Askov Finlayson’s DNA and ensure our vision for success includes accountability to the planet. And to all of you.

Climate change threatens our winters here in the North and the health, security, and prosperity of people all around the world. But we’re going to do everything we can to fight back. Celebrating the North means protecting it, too.

This is an exciting time at Askov Finlayson, and it wouldn’t be possible without your continued support. Thank you, and stay tuned—the best is yet to come.

Eric Dayton Signature

Eric Dayton
Co-Founder and CEO