Miten Anarista tuli eräilijöiden ja ulkoilijoiden luotettava retkikaveri? Inarijärven inspiroiman Anarin tarina on kunnianosoitus suomalaiselle luonnolle.
Finns’ relationship with nature is not loud, but it runs all the deeper. It does not seek attention, and for us, forests, seas, fells, hills, and lakes are not some distant exotic beauty to admire from afar, but a part of our identity. Finnish nature does not captivate with vast altitude differences or dramatic contrasts, yet it offers us Finns something exceptional: an environment where you do not need to be anything other than your true, authentic self.
Anar, the Finnish outdoor clothing brand, was born from domestic nature values and first-hand experiences in the outdoors. “We loved spending time in nature, but we found ourselves wanting more from our gear. Nothing you wear or carry with you should distract from what really matters — enjoying nature,” says Jari Lappalainen, who founded the brand decades ago, recalling its early beginnings.
“The forests were, and still are, our backyard. Somewhere there by the campfire, we probably asked ourselves for the first time why there weren’t functional, reasonably priced products for Finnish conditions for people like us,” Lappalainen continues. Once the idea had taken shape, the first product samples followed quickly — Lappalainen and his partners immediately knew where to start: “In the beginning, we probably had more enthusiasm than a strong vision. The products included backpacks, rucksacks, and practical items needed out in nature.” Other outdoor enthusiasts soon discovered these products, made with great passion, and embraced them as their own.
A name that carries northern heritage
Jari Lappalainen and his friends were united by their love of nature, and they found themselves enjoying the wilderness of Lapland whenever their calendars allowed. “The uniquely magnificent Lake Inari and its surroundings left a deep impression on us. Whenever we thought about a name for our brand, our minds somehow always returned to Inari,” says Lappalainen. Anar is the Sámi name for Inari, and once someone said it out loud, they knew they had found the name: “Those countless experiences and the incredible inspiration that Finnish Lapland has given us… we wanted the name to echo all of that from afar. Anar felt like it honored everything it stood for. To us, it captures something primal and genuine.”
Inari still serves as the most important source of inspiration for the brand and its product development. “The fell wind, sleet driving in sideways, and equally the biting frost — they were our first testing laboratories,” Lappalainen says, gazing out the window of his office in Ylivieska at the winter landscape. “I feel that Anar is a tribute to northern nature. That obliges us to always give our very best.”
From the designer’s desk to the heart of the forest and hikes across the hills
Maarit Katainen, Anar’s head designer, is responsible for the brand’s design and the technical solutions behind its gear, among other things. “You cannot design products for outdoor life and wilderness use unless you have a deep understanding of that world,” she says from her design desk. “Clothing and gear are born from the genuine needs of people who spend time in nature — in collaboration with those for whom forests, fells, lakes, trails, and ski tracks are an essential part of everyday life. And that is a world I live and breathe myself,” says Katainen of her work, which has been her passion for a couple of decades now. According to Katainen, designing outdoor clothing and equipment differs from the work of a conventional fashion designer, as it is a combination of strong visual sensibility, technical understanding, and a deep connection to nature.
The design process does not take place only in the office or at the drawing board; details are also refined out in the field, in real conditions. “You can’t always see from a screen whether technical solutions, materials, or new innovations actually work. Pocket placement, zipper protection, hood adjustment — every detail must still function when you’ve already hiked 15 kilometers, a fully packed rucksack is weighing on your back, and the rain is coming at you sideways,” Katainen reminds us, speaking of the demands placed on outdoor gear.
“We want to encourage people to spend more time in nature”
Anar’s mission is simple: to encourage people to experience everything exceptional that the diverse nature of the cold North has to offer. “In nature, a person learns things the city can never teach. If we become disconnected from nature, we also become disconnected from ourselves,” Maarit Katainen sums up.
Anar’s product family aims to be a source of protection and security for those who move through nature. Katainen hopes that the products she designs will make it possible for people to experience moments that leave a lasting impression. When your gear protects you in our changing and demanding conditions, you do not have to spend your thoughts on coping or merely getting by. The outdoor enthusiast can focus on the activity itself and on fully experiencing the surrounding nature.
Anar wants to be a reliable travel companion and a part of that experience.
No thanks to disposable culture
The coronavirus years sparked a real hiking boom in Finland. People could not travel abroad, and many became curious about exploring natural destinations in their home country. At that time, hiking clothes and outdoor gear were purchased in record numbers, and more and more people discovered wilderness activities and time in the forest as a new way to recharge in everyday life. “Commercially, it was a good time, but it also surely opened people’s eyes to the importance of their surroundings and nearby nature in a different way. By moving and acting in nature wisely and sustainably, it can continue to bring joy long after us.”
According to Katainen, when designing clothing and gear for nature, every apparel manufacturer must understand the kind of world those products are being made for: “Our guiding principle is that our products must stand the test of time. Disposable culture is an exceptionally poor fit for our irreplaceably valuable environment.”
“This brand was born out there in the forests and fells, inspired by Inari, by Lapland — from the place where we felt we drew our life force. To us, that means we must protect it, not wear it out,” Katainen says, reminding us of the manufacturer’s responsibility.
A quietly dependable companion for the outdoors
Anar’s story has been built and shaped unhurriedly, in the rhythm of nature, with roots reaching ever deeper into northern soil. It has stayed focused on the values from which it all began. The idea that unites the Anar team is that outdoor clothing is never seen as just clothing. For its user, it is protection and shelter, an enabler of adventures and experiences. When gear works as it should, it remains almost unnoticed while hiking and spending time outdoors. The outdoor enthusiast can focus on what is essential and meaningful to them: the nature experience itself.
