Heritage - rewritten

Union didn’t start out as a clothing brand. It started in 1931 as an oil supplier in Finland, but Union was never just a gas station.

Back then, Union was known for doing things differently. It was a place where both interaction and innovation happened. It introduced Finland’s first automatic car wash and the first direct-payment gas pumps. It experimented with new payment and data systems and new ways of operating. Credit cards, telephones, employee mindset training, you name it, Union was making moves.

At its peak, Union operated 260 stations across Finland and held 20% of the domestic gasoline retail market. But what truly defined the brand wasn’t the numbers. It was the mindset behind it. Bold thinking, entrepreneurial drive, and the energy to move things forward. When the industry consolidated in 1990, Union’s operations were absorbed and the brand disappeared. But the spirit behind it never really did.

Fast forward to 2025, Union makes a return, this time in a completely new form. Not as a gas station, but as a lifestyle brand built for the next generation of explorers. The idea, however, remains the same - back then Union fuelled cars and society. Today we fuel people, their movement, their ideas, their ambition, and their energy.

We’re bringing the original Union into a new era, keeping its identity, reworking its expression, and building it forward as union.dsgn.

We’re not simply recycling back an old name, but reshaping it for what’s next.