Appeared In
Special Issue
WWD Green issue 10/30/2007

PARIS — Fin plans to take “nice” to another level.

This story first appeared in the October 30, 2007 issue of WWD.  Subscribe Today.

The Oslo-based women’s wear brand, whose name means “nice” in Norwegian, is not only certified organic and fair trade, it’s also carbon neutral.

The carbon dioxide emitted during Fin’s production is calculated according to an average estimate for the textile industry. The company then buys carbon credits from the Clean Development Mechanism, a U.N. organization.

“I was surprised how little effort [the carbon offsetting process] took,” said Eivind Pytte Odegard, who founded the brand in 2006 along with two partners. “I don’t understand why more companies don’t do it.”

The brand’s spring lineup, created by Norwegian design duo Arne & Carlos, includes jersey dresses, hand-embroidered blouses and skinny trousers. Its ethos is feminine yet simple and, in Odegard’s words, “quite Scandinavian.”

Most of the collection is made using organic pima cotton produced by fair-trade cooperatives in Peru and India. Workers are guaranteed a minimum wage and paid a premium to fund social projects. Retail prices range from 60 euros, or about $85 at current exchange, for a jersey top, to 380 euros, or $534, for a trenchcoat.

“It’s for women who feel 25 but who might be 40,” Odegard said, adding the brand wants to compete in the conventional market.

Fin, which will make its U.K. debut in February, has already caught the eye of Keira Knightley and Kate Bosworth, both of whom have handpicked items from the collection.