Craft

Craft is a Swedish sportswear brand founded in 1977 as Craft of Sweden by Anders Bengtsson. It is based in Borås and is known for technical base layers and clothing for running, triathlon, cycling and cross-country skiing.

What is Craft?

Craft is a Swedish performance sportswear brand. According to Wikipedia it was founded in 1977 as Craft of Sweden by Anders Bengtsson, who began developing the concept in 1973. The company is based in Borås, the Swedish textile centre.

Products and positioning

Craft is associated with a layering system. Wikipedia describes its range as technical base layers, fleece-based second layers and outerwear shells for many sports, and says it specialises in third-layer gear for running, triathlon, cycling and cross-country skiing. This puts it in the mid-market performance segment, aimed at endurance athletes.

Ownership and distribution

The page consulted does not state the current owner or the sales channels. Because group structures in the sports apparel sector have changed often in recent years, this profile does not name an owner. Readers should check current company information, including any recent change of owner.

Why it matters

Craft is one of the better-known Swedish endurance sportswear brands, and its layering-based range structure is a clear part of its identity. Borås is known as a Swedish textile centre, though the sources consulted do not give specific details of where Craft products are made. No revenue figures or leadership details are cited here, and the brand's current ownership should be checked directly with the company before it is relied upon.

Frequently asked questions

Where is Craft from?

Craft is a Swedish sportswear brand based in Borås, founded in 1977 as Craft of Sweden.

What is Craft known for?

Craft is known for technical base layers and layered clothing for running, triathlon, cycling and cross-country skiing.

All brands