We create each product with the intention that it will make a difference to the user and to the world, both in the short and long term. We see the innovation, design and product development process for each product as a strategic long-term investment for our company. We have a clear vision of what we want to achieve and no room for compromise.

"Our design is minimalistic and without unnecessary details, just like nature itself."

Our design checklist

In a world overflowing with cheap gadgets and fast trends, there are still things that last. Which go from being items in your wardrobe to becoming lifelong companions. Things that, thanks to their quality, functionality and style, do not need to be replaced. But how do you create these items? When it comes to sportswear we have identified a number of questions that we ask ourselves before anything goes into production.

• Does this product deserve to exist?
• Will it last long enough?
• Is it versatile enough?
• Will it age gracefully?
• Nothing added that isn't needed right?
• Will it be easy to repair?
• Is it enough durable for our rental program?
• Can we take care of the materials when it is worn out?

Less is more

Our product philosophy is centered around creating products with long life, versatile functionality and minimalist designs. A versatile functionality enables a smaller and smarter wardrobe for the end user and creates opportunities rather than limitations. The result is a happier user and resource efficiency at a system level. Our design is minimalist, without unnecessary details and with simple constructions. It provides beautiful products that last a long time and are easy to repair.

"To create products with circular life cycle, we use materials as clean as possible and never mix natural and synthetic fibers."

Circular materials

To create products with circular life cycle, we have a policy of using the purest materials possible and never mixing natural and synthetic fibers. Instead, we mix wool with other biodegradable fibers such as lyocell Tencel, which makes the products both recyclable and biodegradable. Similarly, we mix synthetic polymers with other synthetic polymers when the function requires it. This method is based on existing recycling methods and promising new developments. When and if new recycling technology breaks through, we will adapt our material policy accordingly.