Askov Finlayson clothing on models

Introducing Askov Finlayson for Target, Arriving Just in Time for the Big Game in Minneapolis

You might have heard the news: Minneapolis is hosting Super Bowl LII and Target is helping the city prepare to play host in every way we can. Our in-house design team created the official Super Bowl volunteer uniforms, we’re turning our Target Plaza Commons space into a winter wonderland and opening it to the public (for the first time ever!) and we’re getting our Nicollet Mall flagship store ready to provide tourists and locals everything they’ll need to celebrate the big game in a big way. It wouldn’t be a Target celebration without some thoughtfully designed exclusive products, so we’ve also teamed up with Minneapolis-based outdoor clothing company Askov Finlayson to create a limited-edition collection that will help guests embrace the true spirit of the North.

North baby onesie, candle, north hat and snowtube

Available in 38 Minnesota stores and on Target.com starting Jan. 14, Askov Finlayson for Target will feature more than 50 products that bring the brand’s celebration of year-round adventure and community pride to Target guests across the country. With all new clothing and accessories for men, women, kids, toddlers and babies, as well as home décor products and fun winter items (like a snow tube!), the capsule collection includes something for anyone looking to celebrate the North—a movement originated by the brand’s co-founders, brothers Eric and Andrew Dayton. As part of the partnership, Target and Askov Finlayson are also providing a joint grant to the Wilderness Inquiry, a Minnesota nonprofit that helps underserved kids across the state experience the joy of wintertime activities.

“Target has deep roots in Minneapolis, and with the Super Bowl coming to our city later this winter, we have an opportunity to celebrate with local guests and team members while joining the community in extending a warm welcome to fans and tourists from around the world,” said Rick Gomez, chief marketing officer, Target. “Our partnership with Askov Finlayson shines a spotlight on the spirit of the North during a time when all eyes will be on Minnesota, and we hope guests will love shopping this special limited-time-only collection as they enjoy the festivities surrounding the big game.”

While you’ll have to wait a little longer to see the full line, we sat down with Eric Dayton to talk about the collaboration and how it came to be. Eric’s ties to Target run deep—his great, great grandfather founded Dayton Dry Goods, the company that would eventually become Target—so this collaboration is a bit of history in the making. Read on to learn more:

What was the inspiration behind the Askov Finlayson for Target collection?
Our shared home state of Minnesota! I was born and raised here and my family’s ties to the state go back five generations. Askov Finlayson is rooted in a deep pride in Minnesota and the surrounding region. Guests will be able to find that sense of pride in the quality and functionality of the product—up here, your clothing has a job to do, especially in winter. But you also don’t have to trade function for style, and hopefully this collection delivers both.

What do you want guests outside of Minnesota to know about the North?
There’s too much to tell! I’d rather they come here to experience it for themselves. And contrary to what they might have heard, winter is the perfect time to visit. With Target’s support and sponsorship, we launched The Great Northern last year as a 10-day winter experience you won’t find anywhere else.

What’s your favorite Askov Finlayson for Target product?
The snow tube. It has to be the snow tube, right? I have a four-year-old son and it’s been so fun to rediscover a child’s love of winter through him. I think we adults forget about the importance of setting aside a little time for play, for fun. So hopefully the tube inspires little kids and us big kids to go have fun together.

Why did you want to work with Target on a collaboration?
I was excited to work with Target on this line for the same reasons that I was excited to work for Target back in 2005, when I joined the company as a business analyst—they’re the best at what they do! My family also has a deep connection to the company and its history—my grandfather and his brothers founded Target in 1962, so to now be partnering with Target means a lot to me.

Askov Finlayson for Target ranges in price from $5-$40, with most items under $30. The collection will be available Jan. 14 to Feb. 24, or while supplies last, at 38 Minnesota Target stores and Target.com. Plus, stay tuned to A Bullseye View for more to come about how we’re celebrating the Super Bowl coming to town. And if you’re in the Minneapolis area, save the date for a public event celebrating the North and the Askov Finlayson for Target collection at Theodore Wirth Park on Jan. 14. More details to come!

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