AMUNDSEN SPORTS
"The Norwegians are invading North America"
What may sound like a fish out of water is actually the cutting edge of fashion-meets-function in a unique heritage brand making waves in the U.S. retail market.
Boulder, Colo. - Creators of industry-leading Norwegian apparel and footwear, Amundsen Sports is presenting a groundbreaking collection of fashion-forward, heritage-inspired, and European-made performance footwear and apparel pieces this Fall. Their material selections, style and performance systems are unlike any other brand currently making the specialty retail and tradeshow circuit.
If we haven’t yet had the opportunity to tell you about this brand, Amundsen Sports was born in Oslo, Norway, in 2009, the brainchild of Jorgen Amundsen — industrial designer and relative of Roald Amundsen — and Erik Friis, Norwegian explorer and skier. Together they questioned the way people today dress for their outdoor activities, in a market that seemed to have forgotten the essential knowledge built up over centuries that Roald Amundsen first studied from the Inuits at the turn of the 20th Century.
Amundsen Sports may be best known as the inventor of the technical knickerbocker, a unique and effective way of combining traditional Norwegian ski wear with modern materials and functionality. Working with natural materials such as wool, corduroy and cotton in unique ways, these products are not mass produced in the usual ways of other contemporary outdoor performance apparel. Amundsen offers consumers and retailers a new way to approach not only adventure, but building a sustainable, contemporary wardrobe.
Amundsen Sport’s innovative product designs, sustainable manufacturing practices, and commitment to ensuring their wool product is ethically sourced and of the highest quality are unparalleled. Amundsen creates products that outperform the competition while minimizing environmental impacts through a short-travel manufacturing process, using European fabrics and natural, renewable, long-lasting resources, as well as the most stylish and lasting European silhouettes and design innovations.
When Roald Amundsen set out to conquer the South Pole in 1911, he went to live with the Inuits to study their knowledge of cold weather survival. At the same time he was exploring cutting edge technology of his day. His ability to look back in time while leaping forward, his urge to explore the unexplored, his accuracy, and above all his refusal to accept the status quo, helped Roald succeed where others had failed. Amundsen Sports was founded on these standards. His successful combination of tradition with innovation inspires us on our mission to enhance and simplify everyday life for outdoor enthusiasts. We develop smart products inspired by the past and built for the future. We do not believe in the ever growing fabricated need of micro-specialised clothing for each of your outdoor activities. As long as your products are Adaptable, Versatile, Long-lasting and Stylish, you do not need a big outdoor wardrobe. This philosophy, combined with our focus on short-traveled production, has the natural benefit of being good for the environment.
Find us at Venture Out - Booth# 120
