Our story

History of the Nanso brand

Finland is a country that has always been able to appreciate authentic and original things: clean air and nature, changing seasons and a peaceful life. Nanso's roots are deep in the Finnish nature and countryside. Nanso was founded in 1921 in Pirkanmaa, where life has traditionally been peaceful and respectful of nature. All this can still be seen in Nanso.

1921

In 1921, a group of men from Pirkanmaa founded a pay dyeing company, which was named Nokian Kutomo ja Wärjäys Oy. The goal was to create jobs in a locality suffering from high unemployment and participate in boosting the economy of newly independent Finland.

The story of Nanso clothing begins with underwear manufacturing. The products were made cotton-soft and flexible, and great attention was paid to their quality and durability right from the start. At this time, the vast majority of Finns still wore homemade, fabric underwear.

The 1930s

The 1930s brought new manufacturing techniques to the factory, of which the non-dissolving Interlock knitwear was especially welcome to consumers, and with it, the annoying eyeballs were finally put to rest. In addition, tricot knits were started to be made as smooth and elastic bindings. Underwear was started to be made not only for adults but also for children. As materials, wool and cotton still maintained their dominant position, but artificial fibers, for example cellulose-based viscose, entered the market.

1940s

The 1940s were marked by a shortage of raw materials brought by the wars. Machine parts and needles were also hard to come by. A large part of the products went to military supplies, e.g. underwear and turtlenecks.

The 1950s

The collections were expanded by introducing new products. In addition to underwear for the whole family, various knitted products were produced in the 1950s. Socks production also grew to a significant role with the introduction of nylon.

The 1960s

The consumption habits of Finns began to show the effect of the improving standard of living and fashion awareness was here to stay. Affordability and durability no longer decided the purchase decision, because now luxury was wanted and could be paid for. At the end of the decade, the focus of production changed from underwear and hosiery products to leisure wear and children's clothing. Materials developed, synthetic fibers became more common and exports to Sweden began.

The 1970s

The entire country's knitwear industry experienced a period of strong growth, and exports to Sweden increased. Collections developed strongly and former undershirts were reborn as plain or printed t-shirts, which became favorites of the whole nation. With our own printing presses, the number of prints increased, and there was a large number of patterns available, from stripes to flowers. The distinctive nightgowns, designed by designer Tuula Lehtinen, found their way to Germany and even to the United States. Relaxed, fashionable tricot products changed the style of dressing permanently. Comfort became everyday luxury.

The 1980s

As the standard of living rose in the late 1980s, the level of demands of Finnish consumers also rose in terms of clothing. They wanted to improve the attractiveness and appearance of Nanso's clothes, but did not compromise on quality. The collections were aimed at the working woman's "work and visiting clothes". "Stylish and good-looking", was the CEO's most pressing wish for the design. The materials were still mostly natural fibers, but synthetic fibers were also ventured into. In the late 1980s, Nanso invested in environmentally friendly technology.

The 1990s

Despite the recession of the early 1990s, Nanso maintained its position in its most important market areas. The marketing communication was aimed at an adult woman who emphasizes comfort, quality and timeliness in her clothing. Stronger efforts were made to strengthen the Nanso brand in all market areas.

A visible example of the changes in the operating environment of the 1990s was the landing of large Swedish clothing chains in Finland. At the beginning of the decade came Lindex and Kapp-Ahl and at the end of it H&M.

21st century

Nanso's design and marketing began to emphasize comfort, relaxation, being together and even more strongly bringing joy to everyday life. In 2002, the Lempi-vaate collection was born, which was more experimental and appealed to younger consumers. The collection's design philosophy was based on the company's old values ​​and retro Finnish design. The collection received a lot of publicity and Nanso was awarded the Golden Clothes Tree at the 2004 Fashion Fair. Over the years, the Lempivaate collection was created by several talented young designers.

The 2010s

After 2015, the entire company and its operating methods were heavily reformed. Own production had to be abandoned after years of financial struggle. On the other hand, the outsourcing of production made it possible to introduce new product groups to the collection and diversify the materials.

In 2016, Nanso's collection was renewed in a fresh and modern way to be more harmonious than before under the leadership of head designer Noora Niinikoski. Alongside the traditional tricot, new product groups were introduced, such as knitwear, fabric products and outdoor jackets. The brand look and visuals were also updated to make them more current and appealing to a wider target group.