Houdini Sportswear

CR

Craft Sportswear

Craft makes functional training and competition clothing for endurance sports and has done so for four decades. It has worked with the professional sports world for almost as long, and says its garment design knowledge comes largely from long collaboration with elite athletes around the world. Craft Sportswear is part of New Wave Group, a Nordic group in promotional and sports apparel, and supplies shoes to the Uno-X Mobility cycling teams.

Sports apparel and footwear

EI

Eivy

Eivy is a Swedish clothing brand from Åre, making multifunctional base layers and snowboard clothing with an integrated neck warmer and recycled fabrics. Snowboarder and designer Anna Vister founded it in 2009.

Base layers and snowboard clothing

FJ

Fjällräven

Fjällräven is a Swedish outdoor brand founded in 1960 by Åke Nordin in his basement in Örnsköldsvik, driven by his aim to make nature accessible to more people. Its range covers outdoor clothing and accessories for men and women, backpacks such as the Färden line, tents and sleeping bags, and its gear is sold in more than 70 countries. Fjällräven is part of Fenix Outdoor.

Sports apparel and footwear

HA

Haglöfs

Haglöfs is a Swedish outdoor performance brand making outdoor clothing, footwear and equipment. It was founded in 1914 by Wiktor Haglöf, a carpenter who set out to create a durable backpack. The brand says it is dedicated to pushing the boundaries of its comfort zone and encouraging its community to do the same. LionRock Capital, a global private equity firm, acquired 100% of Haglöfs AB from ASICS Corporation in a deal finalised on December 18, 2023.

Sports apparel and footwear

HE

Hestra

Hestra is a Swedish glove maker founded in 1936 by Martin Magnusson in the village of Hestra, in the Småland region. It is a privately owned family company.

Gloves

PE

Peak Performance

Peak Performance is a Swedish mountain and ski brand headquartered in Stockholm. It was founded in 1986 in Åre by skiers, one of them a World Cup-winning mogul skier, and makes technical clothing for skiing and the outdoors. Peak Performance is part of Amer Sports.

Technical ski and outdoor clothing

PO

POC Sports

POC is a Stockholm-based maker of protective equipment and clothing for cycling and snow sports, including helmets, eyewear and apparel. The company says it designs around safety, performance and appearance, testing materials and shapes for use on roads, trails and mountains. Its history records a 2019 collaboration with twICEme to put an NFC medical-information chip into a helmet; that is a dated product partnership, not evidence of a current sponsorship.

Specialist sports equipment

BJ

Björn Borg

Björn Borg is a Swedish sports fashion brand whose core products are underwear, sportswear, footwear and bags. Björn Borg AB is headquartered in Solna and listed on Nasdaq Stockholm.

Sports fashion: underwear, sportswear, footwear and bags