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Our Story

Our Story

We started this enterprise because we believe there are fundamental flaws in how the fashion industry works – and in how people dress.  It all began with a picture on our grandfather’s wall. Einar is an amazing man, who has lived an adventurous life, traveling the globe as an oil pioneer, searching for black gold in the most remote places on the planet. One of our favourite pictures of him is on a mountaintop wearing a business suit. He and his colleague, after a meeting in Davos, spontaneously decided to go for a hike in the Swiss Alps, of their...

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The tale of two brothers who travelled around the world with only 6 pieces of clothing

The tale of two brothers who travelled around the world with only 6 pieces of clothing

From hiking in the world's hottest desert, via freeskiing in Japan's mountains to karaoke-partying in Tokyo's financial district. The brothers, Marius and Petter, have travelled to the world's most extreme places with only six pieces of clothing in their backpacks. It couldn't possibly go well. Could it? "We probably inherited our madness from Grandfather," says Petter Ianssen.  His brother Marius nods.  "He is one cool dude with his Ray Ban sunglasses and an incredible attitude," continues Marius and shows us a picture of their grandfather standing on a mountain summit - wearing a suit and tie.  After a business meeting...

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How tactical is a tactical outfit?

How tactical is a tactical outfit?

For many of you "tactical gear" is a totally unfamiliar term. For those of us living in an echo chamber where "professional use of violence" is the big thing, you know the term all too well. Everything tactical makes you want to buy it. When something is "tactical" it is supposed to be optimized for law enforcement or military use. But a recent experience made me think twice. A few days back I did some gun training. The first part was basic shooting, the second part a "pistol run" - a combined exercise of shooting and running. Most of the participants were...

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The-Shirt

The-Shirt

Looking cool without trying Originally used as underwear for American soldiers, the T-shirt is now everywhere on the planet. Nothing says “casual” louder than a T-shirt. A crisp T-shirt combined with either khaki chinos or jeans, or under a blazer, looks great on the right occasion. There is no lack of alternatives in the market: a million different cotton T-shirts, nearly as many synthetic ones for exercising, and at least thousands of good wool T-shirts. Is there really a need for another one? Well, even though we had our closets full of different T-shirts in all these categories, we did...

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Pants for a modern cowboy

Pants for a modern cowboy

It almost goes without saying that every man who respects himself owns a good pair of jeans. Originally created for cowboys and miners almost 150 years ago, jeans are without doubt a true classic. But would miners and cowboys use jeans as their preferred work pants if they were choosing today? No. Why? Denim looks great, but textile technology has found better options for hard-working men than this rigid cotton weave. Only you will know  Made from an amazing Swiss fabric, our jeans do it all. They’re waterproof and highly breathable. They transport sweat away from your skin, allowing you...

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An understated classic

An understated classic

Whether you’re a British imperialist exploring the African wilderness, a preppy Ivy League student asking your dad for money or a Danish hipster doing whatever a hipster does – you need a good pair of chinos. In a classic slim fit, they will form the backbone of any well-stocked capsule wardrobe. In contrast to our dark heavy-duty waterproof jeans, the four-season chinos have a fresh khaki colour for brighter and warmer days. No compromises With most non-functional pants (aka designer pants), there are numerous issues. The fabric is, of course, the most pronounced. Again, cotton looks good, but is almost...

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