Av Norden Launches Marketplace

Av Norden launches marketplace, bringing sustainable brands to US.

Previously written on October 18, 2019

Scandinavian design culture is well known to all modern American consumers. Products from companies like Ikea and H&M are found in nearly every US household. The concept “Hygge” (the Danish proclivity towards coziness or contentment) has an entire feature in the Frozen on Broadway musical. We look to the region for education and parenting models. Many American’s idealize Nordic nations for family friendly public policies and supportive public systems. Should it come as any surprise that fashion design from this region is trend-forward, innovative, accessible, and above all, ethical?

Years back, on my first trips to Helsinki, my eyes were opened to the Scandinavian design industry in its home land. I was mesmerized by the Fiskar’s village, the home of the infamous sewing scissors. I was in awe of the gigantic screen printing machinery at Marimekko House, the iconic fashion label known for bold prints. I fell in love with the shimmery crystal designs by Iitalla. I was inspired by the lace making in Rauma, the vintage assortments in small Finnish villages, the complex history of costume from the region, and the government supported design district of Helsinki filled with independent fashion designer shops. The undeniable cultural appreciation of textile craft in the region drew me in, and I became a dedicated consumer of all things Scandi, especially fashion. As a fashion student with training in Paris and New York, I knew that the art and business of fashion in Finland, Sweden, Denmark and Norway, held something special. I observed the artistic appreciation of Paris fashion, and the business acumen of New York fashion, with a cultural history uniquely Nordic. 

When I started a textile & apparel degree almost 2 decades ago, the concept of “sustainability” wasn’t a thing, but native crafts and natural materials inspired my work and studies. Through explorations of native plants, indigenous textiles, and historical costume I developed a mission to build a sustainable fashion business. I felt it would be my own form of self-expression and an opportunity to have meaningful impact on the world. After surveying the world’s indigenous textiles I settled on northern Europe. I discovered Nordic fashion philosophy is born out of a need to adapt to extreme temperatures. For humans to exist in this region for so many centuries without modern technology in such a harsh environment required innovation in manufacturing. In order to make such utilitarian clothing elegant and attractive an element of unique design strength which is quintessentially Nordic resulted. Warm, well-crafted clothing was imperative simply to live in a region known to be dark for half the year. Careful, beautiful design was needed to enhance life.  

Before my nephew was born, I learned about the The Finnish Baby Box, a unique cultural program in Finland. It provides every new born in the country a box full of clothing and comfort items to serve the baby in their first year of life. The box itself is also a bassinet. All of the clothing and blankets in the box are composed of high quality materials and beautiful design. My sister-in-law recognized my amazement, and when I was expecting my first child, she made me my own Finnish baby box. She gathered all of the unique supplies stocked in every box: a cotton bonnet, a dribble bib, a merino wool coverall, a snow suit with booties and hand covers, a matching merino wool hat, and a thick zip up baby sleeping bag. These were the most durable and intelligent gifts. My daughter wore most of these items for nearly two years. They were perfect for New York weather, and we couldn’t find anything else like them here in the states. 

What started with a love for baby box clothing grew into an all out obsession with over seas requests for merino clothing, accessories, cotton beanies, velour pants, and Scandi print onesies. My sister-in-law was not able to board an airplane without at least half a suitcase full of clothing for my children. Thank goodness she was happy to shop for us, then making room in her suitcase for items from the states to bring back for her family in Finland. A motherly cultural exchange.  

When my youngest was ready for pre-school, I was ready for a dive back into my professional dreams. It was time to make a decision as to what direction to take on a sustainable fashion business. I had pursued an MBA at Baruch College in 2011 entirely on the premise of streamlining my career into a sustainable fashion business founder. I investigated many angles of a sustainable fashion business: from the tech side, to the international side, to the charitable side. I made sustainable fashion into a project for grade, creating numerous business plans for imaginary concepts, but allowing myself to delve into grandiose opportunities for observing profitable business concepts. For years, I contemplated the future of retail in a technology driven world. 

I found an interest for assisting fashion brands with market entry early on in my profession. I recognized that creativity and sheer goodness were watered down once fashion reached mass market. I thought that, in today’s digital age, maybe that wasn’t necessary anymore. Consumers now have a greater opportunity to find authentic, creative, and well made fashion. With so much time spent on digital networks, consumers have more choices than ever to find exactly what they’re looking for. My research in Nordic fashion design showed that vogue.com was all over Scandi fashion, but very few brands were actually in the US market. From this, a business concept of partnering with Nordic fashion brands to increase US market share was formed. 

I signed up for a membership at The Wing and I went online to New York State and incorporated a business. I sent out 5 emails to 5 Nordic based companies about assisting with market entry or growth, and I received 5 emails back. Two of those responders became the foundation for the Av Norden Agency. I booked a flight to Helsinki thinking that I might actually be crazy. I had a wide open look at the prospects of working with companies that produced children’s and women’s clothing under one brand name. On the flight back to New York, I had the clear perception that this was one of the most practical ideas I’d ever had. 

With sustainability at the core of Av Norden, the company maintains flexibility to create a new business model that can best serve brand clients as well as the demands of end customers. To make the greatest influence, Av Norden pulls from the concept of the agency showroom with a fresh spin. Av Norden is an independent brand agency working to achieve the unique goals of each client. Av Norden is now also a digital marketplace, helping brands get their products straight to market and into the hands of interested customers. Av Norden interacts directly with customers keeping product feedback in real time and in real life. Enhancing both sides of the business, Av Norden is also a pop-up experience creator. We are excitedly preparing to host the first NoLIta shop from November 26-December 1st, just in time for the holidays. 

Av Norden curates reasonably priced, high quality clothing and accessories for children and women. The mindful designs come verified with a variety of ecological labeling certifications including GOTS certified organic cotton, eco-labeled wool, eco-innovative Lyocell, muesling free merino wool, Oeko-Tex standard 100 labeling for non-toxic materials, and Design from Finland. The assortment is carefully chosen to maintain fluidity throughout seasons, environments, and gender, with ease of care and use. 

When you shop with Av Norden, expect to find sustainable fashion for women, children, and a few pieces that can work for men. You’ll find a major nod to the new and improved mommy & me, as well as sibling coordinating or sharing. Organic sloth leggings are cool on brother or sister! It makes sense for mom to shop for the family in one fell swoop. This is not the Laura Ashley matching of the past. This is earth aware, beautiful design for today’s world. Clothes to make you feel good; clothes that match your beliefs. 

Established Finnish brands like Kivat and Blaa are at the core of the assortment as they are both agency clients and retail suppliers. Up and coming brands like Mainio and Mainio x Pure Waste offer a fresh perspective on ecologically founded fashion. MP Denmark is known across Europe as the best of all sock and winter accessories. Known for their super wash wool, these socks are products of a Danish empire. In the coming seasons, expect a growing portfolio of brands, as well as all weather clothing. In 2020, Av Norden Re-Love will launch with the second hand branch of the marketplace. 

Wear clothes that match your lifestyle and beliefs. Welcome to the pure heart of Av Norden.