10 years of Finnish men's clothing
Antti Laitinen and Jarkko Kallio launched FRENN at the end of August 2013 to free men from unnecessary formality. They decided to focus on high quality and durability because there is already too much waste in the world.
Proven Responsibility
The brand has received the highest scores twice in a row in the Ethical Trade Finland aka Eetti ry sustainability ranking of Finnish fashion brands. The pandemic era forced a clearer focus on the brand's core, and now, with ten years of experience, FRENN continues its proven ethical, ecological, and transparent business with full force. Growth remains a key goal this year as well.
Over 50 Years of Experience
With over 25 years in the textile and fashion industry, Antti and Jarkko set out to build a more sustainable future through FRENN. From the beginning, their design philosophy has been rooted in the high quality of the past, comfort, and versatility. Long-lasting classics are easy to mix with seasonal novelties for both work and leisure. The garments are sewn in low-risk countries in the Baltics and Poland using eco-certified materials produced within the EU. FRENN openly shares details about its partners, including factory names and addresses, on its website.
Comprehensive Service
FRENN offers tailoring, repair, and recycling services as part of a holistic customer experience. The collection’s garments are designed for easy adjustments, repairs, and recycling, ensuring they fit well and stay in use rather than gathering dust in a closet. Each product comes with a lifetime manufacturing guarantee.
An impressive 98.7% of loyal customers rated their FRENN garments 4–5/5, and 92% would recommend FRENN to their friends with a likelihood of 9–10/10. This feedback sends a clear message to continue and further develop the brand’s chosen path.
"We haven't ventured into second-hand sales because our customers prefer to wear our clothes to the very end. The most sustainable garment is one that is high-quality and built to last," emphasizes designer Antti Laitinen.
Great People as Partners
Jarkko and Antti are inspired by great people and top professionals in their fields. FRENN Man ambassadors include beloved actor Tommi Korpela, renowned restaurateur Tomi Björck, and author Miika Nousiainen, who is also one of the company’s shareholders. Other shareholders include Tommi Tervanen, chairman of Kotipizza Group and a pioneer in food industry sustainability, Nina Paavolainen, CEO of Teos publishing house and a seasoned communications expert, and Petri Talala, Unikie’s U.S.-based Vice President and a customer experience specialist.
"The past few years have been challenging for us as well, but thanks to quick reactions and optimization, we have not only survived but even grown. The pandemic forced us to sit down and refine our core operations in a changing world. We realized that our original vision of a responsible product and service concept, written into our business model back in 2012, is more relevant than ever," says CEO Jarkko Kallio.
Sustainable Growth as the Goal
FRENN aims to simplify the lives of urban men for the next ten years by offering products and services they truly need and want to use. FRENN creates real clothes for real people. This year, the company targets a 25% growth. The brand will be available at Stockmann in Helsinki, Tampere, and Turku this fall. Currently, the Swedish online retailer Boozt is FRENN’s largest distributor. As the market stabilizes, the company plans to expand its digital direct-to-consumer (D2C) business to German-speaking countries.
"We want to bring Finnish honesty and naturally responsible thinking to the world—values that people can easily trust," says Jarkko Kallio.
The flagship store opened in May 2018 at Fredrikinkatu 24, 00120 Helsinki.
Learn more about the founding duo and their commitment to honest sustainability in the TUTUSTU section → frennhelsinki.com/pages/two-founders
We’d be happy to share more about FRENN’s 10-year journey!
Jarkko Kallio, Founder & CEO
jarkko@frennhelsinki.com
