Amundsen Sports

Amundsen Sports is a Norwegian outdoor clothing brand based in Oslo and founded by Jørgen Amundsen, inspired by the polar explorer Roald Amundsen. It makes durable menswear, womenswear, footwear and accessories in natural fabrics for skiing, hunting, sailing and travel.

What is Amundsen Sports?

Amundsen Sports is an outdoor clothing brand from Oslo, Norway, founded by Jørgen Amundsen. The brand was established around a century after Roald Amundsen reached the South Pole in 1911, and it takes the explorer's approach of combining traditional knowledge with the best technology of his time as its guiding idea.

Products and positioning

Amundsen Sports describes its style as rugged luxury and its philosophy as "luxury in durability, not excess". The collections are designed for a refined Norwegian outdoor lifestyle centred on skiing, hunting, sailing and adventure travel:

• Menswear and womenswear
• Footwear
• Accessories

The brand favours natural, time honoured fabrics sourced from Western Europe, including Norwegian wool, and aims for versatile pieces that work across seasons and activities. Products are field tested in environments such as the Arctic, the Alps, the Rockies and the Norwegian fjords.

Distribution

Amundsen Sports sells through its own brand stores, a network of retail partners and its online shop.

Why it matters

Amundsen Sports is a prominent example of the heritage led, premium end of outdoor clothing, where durability and natural materials are positioned as an alternative to technical synthetic gear.

Frequently asked questions

Who founded Amundsen Sports?

Amundsen Sports was founded by Jørgen Amundsen and is based in Oslo, Norway.

What does Amundsen Sports sell?

The brand sells durable outdoor clothing for men and women, plus footwear and accessories, made largely from natural fabrics such as wool.

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