Finn's Fashion Sherpas

Compass in hand showing the direction to follow

Starting with an idea

You may have already read the story of how we got started - through a curiosity for e-commerce, and a simple dream to create clothing that was always ready for our active, adventurous lifestyle.

But as things gained momentum and we were 'all in' so to speak, it was important for us to take a moment and really think about what our mission and purpose was before running aimlessly down the road.

Asking some critical questions

What should guide our mission to serve up stylish staples for an active and adventurous man's lifestyle?

Why are we doing this in the first place?

Are there any other important things we want to take into account?

Charting the course

We thought about the key parameters at play.

We were conscious about the kit looking sharp, feeling comfortable and being ready for spontaneous active pursuits, or for indulging in acts of leisure. So style and function were important. As was the versatility of each garment.

We were wary about becoming an idealistic, non-pragmatic brand, conning ourselves into thinking that we could make versatile 'hybrid' garments that were still stylish [insert dad's nylon zip-off tramping trousers here]. So, we knew we had to keep things simple, and identify the best way to incorporate versatility. To us, we believe a men's leisure based style and fit can serve active pursuits well if we choose the right fabrics.

We also can't stand cheap nasty clothing that is destined for the bin after a couple of wears and washes. We are in this to create high quality, and garments that stand the test of time. In the end you'll get more value out of our clothing than, for example, buying three different types of cheap shorts, three times over.

Moreover, we believe in sustainability and anything we do needs to have a focus on leaving the world in a better place. This doesn't mean we will initially be perfect, or fully sustainable. There are challenges and barriers for a startup to achieve full sustainability in this sector. But what we will do is seek sustainable solutions, and evolve our business model continuously in pursuit of that big hairy audacious goal.

Lastly, we had to keep in mind who we are doing this for. You can't be something to everybody, but you can be everything to somebody. Initially, Finn was a self-indulgent dream to create clothing for our active and adventurous lifestyle. We know this lifestyle is shared by many people out there. So Finn is simply for active and adventurous men who like to look sharp, feel comfortable and be ready.

Finn's Fashion Sherpas

  • Style and function
  • Versatile, but simple
  • Quality always
  • Seek sustainability
  • For the active and adventurous

Thanks for stopping by and reading. Engaging with our brand and buying our products is supporting our mission and what we stand for. We'd be stoked for you to join the crew and share with friends.


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