Value proposition

An odd band of friends from Sweden on a quest to reimagine the future of circular sportswear. Led by women since 1993.

Whether you’re sailing a boat, pitching a tent or starting a revolution, you will have better luck if you bring some friends. Together with an odd band of scientists, artists, designers and adventurers, we are pushing the boundaries of how outdoor clothing is made. Together with our customers, we are recycling, renting, repairing and reusing our way to a new, sustainable outdoor industry. Let’s climb a mountain. Run a mile. Eat a cake. Start a band. Save the world. Call your best friend, your mom and all your cousins. The more the merrier!

design, sustainability, sustainable design, technical innovation, outdoor apparel, garment production, activewear, circular economy, circular design, sportswear, durability, alternative consumption, and conscious consumption