One day, three talented skiers got together to discuss a few things that they had been thinking about, based on their own experiences. Firstly, why was no one making clothes that they wanted to wear? Clothes that combined excellent functionality with simple, cool design; not flashy, but still not boring. Secondly, was there any way that they could stay longer and more often in the ski resort they all loved – the little mountain village of Åre in the heart of the Swedish mountains?
The three skiers made up an unusually good group of people to find the answers. Stefan Engström was a world-class mogul skier with several World Cup wins to his credit. Peter Blom was editor-in-chief of the country’s biggest ski magazine. Christer Mårtensson was an art director and designer. Before long, they were joined by a fourth person, former alpine skier and ski salesman Jonas Ottosson.