Innovation

ASK Scandinavia, founded with a mission to redefine sustainability in fashion, focuses on creating bags and accessories that minimize environmental impact. Operating out of Finland, ASK Scandinavia integrates MIRUM, a 100% plastic-free, plant-based material developed by Natural Fiber Welding, into their products. MIRUM is crafted without the need for traditional petrochemicals, meaning it requires significantly less water and energy than conventional materials. By eliminating plastic and reducing water use, ASK aligns its products with cleaner, greener production practices, addressing UN SDG 6 (Clean Water and Sanitation) and SDG 12 (Responsible Consumption and Production).

The innovation in ASK Scandinavia’s solution lies not only in the material itself but in the holistic approach to sustainable production and responsible labor practices. With MIRUM, ASK products are designed to last, reducing waste by promoting quality over fast fashion trends. The brand also commits to ethical labor standards, providing decent work and supporting local suppliers, aligning with SDG 8 (Decent Work and Economic Growth) by fostering a fair and sustainable value chain.

ASK’s commitment extends to global environmental concerns. MIRUM’s plant-based design helps reduce plastic pollution, which directly supports SDG 14 (Life Below Water) by preventing plastic waste from entering marine ecosystems. Additionally, the brand’s use of innovative, scalable materials and processes contributes to SDG 9 (Industry, Innovation, and Infrastructure), positioning ASK as a model for sustainable innovation in fashion. Through these efforts, ASK Scandinavia works towards a better world, proving that fashion can be both stylish and sustainable.

Inspiration

ASK Scandinavia’s founder, Karoliina Bärlund, was inspired to create a brand that could bridge her passion for fashion with a deep commitment to environmental responsibility. Reflecting on the motivation behind ASK, she shared, “I wanted to create products that don’t just look good but truly do good for our planet. Fashion should be a force for positive change, not just consumption.” This desire to make a tangible impact led her to explore innovative materials like MIRUM, which aligns with her vision of sustainable luxury.

Bärlund’s commitment to using non-toxic, plant-based materials stems from her belief in transparency and accountability within the fashion industry. “Sustainability isn’t just a trend for us; it’s a core value. We chose MIRUM because it allows us to be transparent about every part of our production, from raw materials to finished products,” she explained. Her dedication to providing long-lasting, ethically produced items emphasizes ASK’s commitment to quality and responsible consumption.

Another aspect of her inspiration comes from a desire to protect natural ecosystems. She noted, “Seeing the impact of plastic pollution firsthand made it clear that we had to do better. I wanted to design products that not only meet consumers' needs but also support life on our planet.” Her words echo ASK’s alignment with UN SDGs, particularly the focus on reducing plastic waste and promoting sustainable industry practices. Karoliina Bärlund’s vision and leadership set ASK Scandinavia apart as a brand committed to environmental stewardship and social responsibility.

Overall impact

ASK Scandinavia’s innovative use of MIRUM material in their products has brought both immediate and long-term benefits to the environment and the fashion industry. In the short term, ASK has significantly reduced its ecological footprint by using MIRUM, which eliminates the need for petrochemicals and lowers water consumption compared to conventional leather alternatives. Since adopting MIRUM, ASK’s manufacturing process has used less water, reduced waste, and eliminated the microplastic pollution typically associated with synthetic materials. Evidence of these immediate impacts includes internal data on reduced resource consumption and an increase in customer preference for eco-friendly products.

In the longer term, ASK Scandinavia’s commitment to sustainable production methods is influencing consumer awareness and industry standards. By prioritizing transparency and responsibility, ASK is building consumer trust, which is essential for fostering a culture of sustainable fashion. The brand’s loyal customer base has shown increased engagement with ASK’s mission, highlighting the demand for environmentally responsible choices. Longitudinal sales data and feedback from environmentally-conscious customers support the positive impact of ASK’s approach on the market.

ASK’s innovation also contributes to industry-wide change by showcasing how sustainable alternatives can maintain quality and appeal in luxury fashion. As ASK continues to scale production and expand its reach, it sets a precedent that encourages other brands to explore sustainable materials. This ripple effect contributes to broader adoption of environmentally friendly practices in fashion, supporting UN SDGs and reinforcing ASK’s role as a catalyst for meaningful change in the industry.

Business benefit

ASK Scandinavia’s commitment to sustainability through the use of MIRUM has led to a range of positive business outcomes. By introducing a plastic-free, plant-based material, ASK has positioned itself in a unique market niche, appealing to eco-conscious consumers and driving increased revenue. Since adopting MIRUM, the brand has seen a rise in sales, particularly from customers actively seeking sustainable alternatives in fashion. This shift has opened doors to new markets across Europe, where demand for transparent, eco-friendly products is growing, and allowed ASK to attract partnerships with ethical retailers.

Employee wellbeing and retention have also improved as ASK’s team takes pride in contributing to a meaningful mission. By fostering an internal culture that values sustainability, ASK has boosted team engagement and morale. Employees report higher satisfaction and a sense of purpose, with many seeing their roles as more than just jobs but as part of a larger, positive impact. This culture of responsibility and pride has not only increased retention rates but has also attracted skilled professionals who prioritize working with purpose-driven brands.

ASK Scandinavia’s focus on innovation has sparked interest from investors who see the potential of scaling sustainable materials within the luxury fashion industry. The brand’s commitment to growth through eco-conscious methods has led to increased investment opportunities, positioning ASK as a promising leader in sustainable fashion. This approach, combined with their expanding product line and entry into new markets, supports ASK’s goal of creating lasting, positive change in both the environment and the fashion industry.

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Social and environmental benefit

ASK Scandinavia, a Finnish sustainable fashion brand, was founded with a mission to redefine luxury through eco-friendly practices. Launched by Karoliina Bärlund, ASK has focused on reducing environmental impact while maintaining high-quality craftsmanship in its products. This commitment led to the adoption of MIRUM, an innovative, plant-based material that eliminates the need for plastics, chemicals, and excess water traditionally used in fashion manufacturing. ASK Scandinavia’s decision to implement MIRUM was a pioneering move, transforming their production process and reducing their overall ecological footprint.

MIRUM’s integration into ASK’s product line has proven impactful both within the brand and beyond. By choosing this non-toxic, renewable material, ASK created bags and accessories that appeal to environmentally conscious consumers in Finland and internationally. ASK’s products are crafted to last, supporting sustainable consumption and aligning with UN SDG 12 (Responsible Consumption and Production). With its transparent sourcing and production practices, ASK Scandinavia has attracted a loyal customer base, promoting sustainable choices in everyday fashion.

The use of MIRUM has also influenced ASK Scandinavia’s business growth, opening new markets across Europe and increasing demand for products that prioritize sustainability without compromising on style. By aligning with consumer values on environmental responsibility, ASK not only fulfills its mission but also supports a larger shift in the fashion industry toward sustainable, ethical practices. Through its pioneering use of MIRUM, ASK demonstrates that fashion can contribute to a better world, serving as a model for innovation and responsibility in luxury fashion.

Interview

Karoliina Bärlund, Founder & creative director

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