Lynx Urban Outdoor was established in 2014 by brothers Marius and Petter Ianssen, neither of whom had any prior experience in the fashion industry. For two years they scoured Europe for the right kind of materials, for factories to manufacture their products, and test their prototypes.
“We started this enterprise because we believe there are fundamental flaws in how the fashion industry works – and in how people dress"
They believe that all clothes must be functional and even go so far as to say that men’s fashion does not exist.
“Dressing well for men has basically meant the same thing for the last 100 years.”
“We see no reason to reinvent good looks; our vision is to bring good looks up to date with high-end textile technology and production methods. We believe our clothes will change how people approach their lives. Our goal is to let people live a life where their clothes do not limit what challenges and adventures they take part in.”
Lynx Urban Outdoor launches in March 2016 exclusively through its own online store and through one select retailer for the professional market (undercover agents and certain security professionals). Lynx Urban Outdoor distributes worldwide.