Flaxta
Flaxta is a Swedish sports protection brand that makes snow sports helmets, goggles and back protectors. It describes its mission as redefining sports protection for men, women and youth.
| Country | Sweden |
|---|---|
| Founder | Erik Lidén |
| Core products | Helmets, goggles, back protectors |
| Also covers | Soccer protection |
| Website | flaxta.com |
What is Flaxta?
Flaxta is a sports protection brand based in Sweden. Its own wording is that it is committed to redefining sports protection, and its range covers men's, women's and youth snow sports helmets, goggles and back protectors, as well as protection for soccer. A press release issued from Stockholm in January 2020 names Erik Lidén as founder.
Products and positioning
The brand's snow range centres on protective equipment rather than apparel. For the 2020/21 season it introduced the following items at ISPO and the Outdoor Retailer trade show:
- Episode goggles, a spherical double-lens goggle with magnetic lens changes.
- Backup back protector vest, a new model for 20/21 that uses Flaxta's AVA compound.
Why it matters
Flaxta sits in the safety and protection end of the outdoor and snow sports market, where products are sold to retailers through trade shows such as ISPO and Outdoor Retailer. Its combination of helmets, goggles and body protection, plus a soccer line, makes it a specialist rather than a general sportswear label.
Frequently asked questions
Where is Flaxta from?
Flaxta is a Swedish brand; its 2020 collection announcement was issued from Stockholm.
What does Flaxta sell?
Flaxta sells snow sports helmets, goggles and back protectors for men, women and youth, as well as protection for soccer.