In 1986, two passionate freeride skiers, sharing chairlift up a mountain, came to discuss the lack of skiwear that met their needs and took the bold decision to create their own brand based in Are, Their vision was clear: skiwear that seamlessly combined functionality capable of withstanding the unpredictable Åre mountain weather with a striking yet simple design. Driven by a commitment to what was important to them and their friends, the founders forged a brand rooted in the ethos of boldness, progressiveness, and a distinct Scandinavian spirit to this day this is what defines us.