Our story

History of the Nanso brand

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

1921

In 1921, a group of men from Pirkanmaa founded a dyeing company, which was named Nokian Kutomo ja Wärjäys Oy. The goal was to create jobs in a community suffering from high unemployment and to contribute to the economy of Finland, which had just gained independence.

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

1930s

The 1930s brought new manufacturing techniques to the factory, of which the non-fraying Interlock knit was particularly welcome to consumers, as it finally put an end to the annoying eye-strains. In addition, tricot knits were made in plain and elastic bindings. Underwear was also made for children in addition to adults. Wool and cotton still maintained their dominance as materials, but synthetic fibers, such as cellulose-based viscose, entered the market.

1940s

The 1940s were marked by a shortage of raw materials brought about by the wars. Machine parts and needles were also difficult to obtain. A large part of the products went to military supplies, including underwear and high-collared sweaters.

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. Hosiery production also grew to a significant role with the introduction of nylon.

1960s

The consumption habits of Finns began to show the impact of the improving standard of living and fashion awareness was here to stay. Affordability and durability no longer determined the purchasing decision, as luxury was now desired and could be paid for. Towards the end of the decade, the focus of production changed from underwear and hosiery to casual wear and children's clothing. Materials developed, synthetic fibers became more common and exports to Sweden began.

1970s

The knitwear industry in the whole country 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 machines, the number of prints increased, and a large number of patterns from stripes to flowers were available. The distinctive nightgowns, designed by designer Tuula Lehtinen, found their way to Germany and even the United States. Casual and fashionable knitwear products changed the style of dressing permanently. Comfort became an everyday luxury.

1980s

As living standards rose in the late 1980s, Finnish consumers also had higher demands when it came to clothing. The desire was to improve the attractiveness and appearance of Nanso's clothing, but quality was not compromised. The collections were aimed at working women's "work and leisure wear". "Stylish and good-looking" was the CEO's most pressing wish for the design. The materials were still mostly natural fibers, but they also ventured into the area of ​​synthetic fibers. In the late 1980s, Nanso invested in environmentally friendly technology.

1990s

Despite the recession of the early 1990s, Nanso maintained its position in its most important market areas. Marketing communications were aimed at adult women who emphasize comfort, quality and fashion in their clothing. Greater emphasis was placed on strengthening the Nanso brand in all market areas.

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

2000s

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

2010s

After 2015, the entire company and its operating methods were heavily revamped. In-house production was abandoned after years of financial struggle. On the other hand, outsourcing production made it possible to introduce new product groups to the collection and diversify materials.

In 2016, Nanso's collection was renewed in a fresh and modern way to make it more harmonious than before, under the leadership of chief designer Noora Niinikoski. Alongside traditional tricot, new product groups were introduced, such as knitwear, fabric products and outerwear. The brand image and imagery were also updated to be more current and appeal to a wider target group.