Finnish Teen Entrepreneur Brings Trendy Fur-Brimmed Caps to Nordic Markets
A 16-year-old entrepreneur from Finland has turned a Swedish social media trend into a thriving business, selling over 2,000 fur-brimmed caps in the past year across Finland, Sweden, Norway, and Estonia, Yle reports.
Hannes Engsbo, a high school student from Maalahti, first noticed the caps—known as karvalippalikset—while browsing TikTok videos from Sweden. Recognizing their popularity among Swedish youth, he launched his brand, Enziwear, a year ago. The company now operates from his parents’ garage, where he manages orders, shipping, and even direct communication with suppliers in China.
The caps have gained particular traction in Ostrobothnia, Finland, and Sweden, becoming a staple among young athletes and social media influencers. Engsbo attributes much of his success to a strategic influencer marketing approach: he sends free caps to rising stars in music, sports, and social media without demanding promotion in return. Many recipients, including Finnish rapper Turisti, singer Tuuli, footballers Kai Meriluoto and Sergei Eremenko, and Norwegian artist Roc Boyz, have voluntarily showcased the Enzi caps in their posts.
“If someone asks for free products, I send them,” Engsbo told Yle. “I don’t pressure anyone to advertise, but many have supported the brand after receiving the caps.” He focuses on collaborating with emerging influencers whom teens admire, hoping to eventually partner with global celebrities. “If a world-famous artist wore it, sales could explode,” he said.
The trend aligns with broader consumer behavior among youth, according to Hanne Reinikainen, a postdoctoral researcher at the University of Helsinki. “Influencers play a huge role in spreading trends,” she explained. “Fans want to be part of the same narrative as their idols.” However, she noted that trends among young consumers are often short-lived, and long-term success requires constant innovation.
Engsbo’s parents provided initial support by converting their garage into a workspace and contributing startup funds. Today, the business is self-sustaining, with the teen handling logistics—including customs calls for international shipments—and reinvesting profits into expansion. While the caps are manufactured in China, Engsbo oversees quality and design, drawing inspiration from streetwear and athlete feedback.
The Enzi caps have become especially visible at local sports venues, such as the Vaasa arena, where young hockey players sport them before and after practices. “A good cap has to fit well, look unique, and be something others are wearing too,” said Vaasa resident Lukas Söderman, reflecting the consensus among his peers.