• by Richard Whitman , Columnist, April 1, 2023

Have you ever planned a trip to the Arctic Circle or Greenland perhaps and been frustrated by the fact that no company makes swimwear suitable for the Far North?

Problem solved, thanks to Askov Finalyson, which bills itself as the first “climate positive” outdoor apparel company. The firm has just announced its new North Swimwear line—“bathing suits to keep you living your best life no matter what the temperature.”

And so stylish as you can tell from the accompanying photos.    

“As the climate keeps changing, the North has become a hot spot for cold water swimming,” the company states. “From polar plunges to ice baths, it’s no secret that cold is the new hot.”

Okay, I’m sure you’ve guessed by now this is an April Fools announcement. The company and its agency Colle McVoy came up with the idea to draw attention to the reality of climate change and the beginning of Earth Month. See more about the effort here.

And April Fools Day from them and me.