Let's face it, with the knowledge we have today, running an outdoor brand that mass-produces consumer goods is not sustainable or circular. The word “sustainable” comes from the word sustain and means “maintain at length without interruption or weakening”.

We could argue that as long as a product is not made from 100% renewable materials as well as produced and transported with 100% renewable energy it will use some sort of finite resources that will ultimately have an effect on our planet. Based on this it is hard to say that what we do here is truly sustainable.

Today it is too easy to claim that your brand is sustainable and -do not get us wrong there are some really great initiatives and progress is being made- BUT way too much information is missing. It is easy only to mention the good parts without mentioning the less advantageous aspects.

The ambition of striving towards sustainability needs to remain a top priority, and that goes for everything we do. Each product or project we make we aim at making as good as we possibly can; we also believe that it is equally important to show all parts of the process. Before one can make anything better one has to know what one is doing. And the same goes for buying a product. To be able to make a better or worse choice when buying a product, one has to know what one is buying. Therefor we want to give you as much information as possible concerning what we are doing with the aim of giving you the best possible insight into what you are buying.


We call this Insights. With Insights we want to give you an accurate and deep understanding of our products with the aim of giving you the best possible insight into what you are buying. Clearly showing where, what, and how we are doing things and where we can improve.


One could think that this is obvious and that every brand knows where their products are being made. It's even stated inside the garment under the tag “Made in” you say. Well the truth is that’s only the final stage of production and a very small part of the truth.


Each product is built from a number of components, each of which consists of a number of different materials. Each material has its own specific properties in terms of how they function and also in terms of how the are made and from what. Understanding the possibilities and limitations of how materials are produced is as important as to knowing where they are made.


Much of our insight comes directly from you. This is simply the result of what you think of our products. Pure insight of what works and what does not. Don’t take our word for it.