INTERVIEW #50 ASK SCANDINAVIA
Based in: Helsinki, Finland
Founded in: 2017
Founded by: Karoliina Bärlund
Stores: Currently online shop with worldwide shipping. In 2022 we are planning to have a flagship store in Helsinki, Finland.
Price range: 60-250€
Instagram: @ask_scandinavia
Why we love them: A female founded sustainable brand producing what we love the most: Bags and accessories. Ask is really a brand to trust, they’ve nothing to hide. Production, materials, you name it, everything's transparent which we believe is the key to success. Although they’re a relatively young brand they’ve been great in communication the brand DNA on their lovely Instagram account, go see for yourselves: @ask_scandinavia
What is ASK Scandinavia and why did you start?
The idea of ASK Scandinavia was born when two of us became mothers and could not find a sophisticated changing bag on the market, so we made our own. Supporting a sustainable approach to design and life, we sourced our signature material — stitched Italian re-nylon that is stylish and easy to care for and very forgiving — and found a factory that suits our values.
Our Lily bag is still one of the best-selling bags from our collections, however, we have upgraded it in functionality and sustainability (most parts of the bag are made of recycled or upcycled materials).
ASK has recently expanded to a new, more fashion-forward direction and a new product line. Our latest Plant Leather collection has been produced from vegan cactus leather.
A good-looking baby bag is a must when you have a baby, and a weekender for your weekend getaways just is a must, right? We have still held on to the functional re-nylon bags, though, as they are functional classics that you need in your life. Our Classic and Ocean Collections are made of ECONYL® fibre, which is 100% regenerated nylon fibre made from fishnets collected from the sea and other nylon waste.
What is your sustainability profile?
ASK Scandinavia bags are made to be carried forward. We aim to produce high-quality products that last. When designing our highly versatile bags, longevity and timelessness are at the core of our brand.
Responsible manufacturing: We have chosen to produce all of our bags in Braga in Portugal because we trust and know this factory well. Strict social and environmental regulations (e.g., labor rights, working conditions, wages, chemical restrictions) are ensured.
Mindful packaging: We use packaging made in Europe from recycled materials and encourage our customers to reuse and recycle. We ship our online orders in 100% recyclable paper and cardboard packages.
Sustainable materials: Our products are designed for circularity. We put a lot of effort into finding solutions and processes with the lowest impact on the environment, animals, and people. Deeply rooted in our values and actions is our philosophy #passitforward. We want as much of our materials to be made from recycled, upcycled, and re-usable materials as possible. That is why we use circular materials such as endlessly re-usable ECONYL® and DESSERTO® leather - that are 100% recyclable, as is our mailer that we send every order in. We even reuse our excess material to avoid cutting waste and keep our production environmentally neutral. To provide longevity for our products, we offer our clients a repair service through our partners.
We see sustainability as something that isn't limited to our product lifecycle. It also has to do with how we grow our business, how we work (we strive to work sustainably, despite being entrepreneurs and hustling for a living), and treat our teammates, partners, and other stakeholders. We also believe that sustainable business models are the only way to sustainability. In the fashion space, we admire and work with services related to renting, reselling, and repairing (just to name a few).
How and where are the products produced?
We have chosen to produce all of our bags in Braga in Portugal because we trust and know this factory well. Strict social and environmental regulations (e.g., labor rights, working conditions, wages, chemical restrictions).
Where do you source the material from?
We put a lot of effort into finding solutions and processes with the lowest impact on the environment, animals and people. We choose each material with intention and care to produce responsibly made products. Learn more about each material we use below:
ECONYL®: A material made in Italy from 100% regenerated nylon from fishnets collected from the sea and other nylon waste that would otherwise impact the planet.
DESSERTO®: This year, we launched a new exciting collection using DESSERTO®, a material made from cactus that is USDA organically grown with rainwater and Earth minerals. 100% vegan and cruelty-free.
RECYCLED POLYESTER: The linings and straps used for the OCEAN Collection are made from GRS certified recycled polyester from Italy.
GOTS ORGANIC COTTON: The lining used in the PLANT LEATHER Collection is made from GOTS certified organic cotton.
ORGANIC COTTON: Our care labels are made from compostable undyed organic cotton from Portugal.
ZIPPERS: All zippers in the PLANT LEATHER Collection come from LAMPO in Italy. All zippers are OEKO-TEX® certified and have an organic cotton tape.
LEFTOVER MATERIALS: We reduce our impact by choosing materials in our products, but perhaps most importantly, we aim only to produce what we need to avoid overconsumption and stagnant inventory. If we have leftover fabric, we use our leftovers before making new materials.
Where do you find your inspiration?
We are inspired by nature, fashion, traveling, street style, art, interior design, architecture, photography, and visual aesthetics. But also by inspiring brands and content. Also, sustainability inspires us - finding new and better ways of doing things. Our Instagram @ask_scandinavia feed gives a good picture of what we find inspiring in terms of images. We also have a mood board on Instagram called #ASKmoodboard, where you can get a glimpse of what inspires us!
Part of our #passitforward philosophy is also philanthropy, which inspires us deeply. We donate a percentage of our sales and physical bags to charities seasonally. The charities closest to our hearts are the seas and children's well-being. Some of these charities include Hope ry and Mission Blue. Essentially, we want to pass good feelings forward. We want to make the world a better place; in our communities (that are spread around Europe and LA) and the fashion industry.
What have been and are the major challenges?
We are ready to take ASK to the next level and expand globally. We have already tested this and have retailers in Los Angeles and Paris. We also just made a deal with Zalando, which is enormous! However, we are stepping up our fundraising game at the beginning of next year and currently getting ready to scale up our operations. It’s an exciting but brand new situation for us as a team. However, we don't see it as a challenge but rather as the next step. The biggest challenge for us has been balancing our day jobs with ASK, as especially in the first years, we were not financially secure yet.
What has been and are the largest gains?
Constant learning. Being an entrepreneur is learning that you will never be ready - Entrepreneurship is a journey! You just always have so much more to learn.
Another gain has been giving birth to the brand and nurturing the brand as a child. We get to use our creativity every day. Entrepreneurship also teaches you to be resourceful with what you have. And to understand that running a business is not a spurt, but a marathon is a valuable lesson, too.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
We love multifunctional and multi-purpose accessories and clothing. Pieces that you can style in several ways or dress up or down are unique! Make smart purchases! Only buy what you will cherish and what will make you happy. To create a sustainable lifestyle, focus on your wellbeing first. Otherwise, all the rest will feel like a chore. Be kind to the people around you.