Nanso to implement major changes – new look to extend from brightening Nanso’s identity to collections and shops


In celebration of its 95th anniversary, Nanso Group is making major changes to its Nanso brand. The changes extend from Nanso’s identity and imagery to shops, and they also support the revising of collections that is led by Noora Niinikoski, who became Nanso’s lead designer in summer 2015. As part of these changes, the company’s online shop will also be revamped by the beginning of 2017.

The first collections to demonstrate the new look will be next autumn and winter’s AW 2016 collections, which will appear in shops around July–August. The team led by Niinikoski, whose previous employers include Marimekko, comprises Designers Heli Hoisko and Minna Sillanpää, who have both enjoyed a long career at Nanso, as well as two new designers: Pattern Designer Reeta Ek, whose designs reflect Nordic aesthetics, and Fashion and Pattern Designer Sophie Sälekari, who was a finalist in the Hyères fashion competition in 2015.

‘Nanso is one of the most recognised fashion brands in Finland. The new Nanso is aiming strongly towards international markets. Our goal is to grow in Finland and our existing markets – such as the Nordic countries and Germany – as well as new regions. In order to achieve this, we must become truly international, from our collections to our brand as a whole,’ says Nanso Group’s CEO Leena Syrjälä.

Printed patterns and knitted fabrics form the core of Nanso’s designs, which will now take a step towards the Scandinavian style that is prominently featured around the world.

‘The new Nanso is modern, relaxed, approachable and topical. What makes Nanso an internationally unique company is its strong expertise in tricot. In addition to tricot, the new collections will feature knitted wear, among other things, as well as fabric products in the future,’ states Lead Designer Noora Niinikoski.

Nanso is partnered by Agency Leroy in brightening the brand. The first new collections were photographed by Photographer Niko Mitrunen.

Nanso is part of Nanso Group, which was founded in Nokia in 1921. Today, the company’s revenue is approximately EUR 46 million (2015), of which 13 per cent are accounted for by exports. The company is headquartered in Nokia, and it has approximately 400 employees. Nanso Group’s brands include Nanso, Finnwear, Black Horse, Vogue, Amar, Norlyn and KS Socks.