Åre Bikes
Bike rental, workshop and shop with downhill-, xc- and road bikes from Specialized. Guides available for both xc- and downhill guiding.
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Peak Performance General Store at Åre Square.
Quite a few clothing brands have seen the light of day here in our tiny mountain village which could be seen as a creative cluster. Some of them world-renowned. Do you recognise any of them?
Let’s begin with the flagship Peak Performance, established in Åre 1986 by the three skiing enthusiasts Stefan Engström, Peter Blom and Christer Mårtensson who wanted to 1. spend more time in Åre and 2. lacked functional clothes that also were fashionable. The rest is history. Peak Performance outgrew Åre, moved their main office to Stockholm and got Danish owners, to later be owned by a Finnish company seated in Germany. But we like to think that the heart is still in Åre, in the picturesque red wooden house at Åre Square which once housed the photo shop of photographer and Sami Nils Thomasson – nowadays beeing the Peak Performance General Store.
From the same era we find the brand Zytt. Also sprung out of the need of clothes that were no where to find on the market. Behind it the creators Jan Falck and Marianne Larsson. The brand got well known at the end of the 80s thanks to a super practical hat, but the brand also produce ski clothing and casual wear still today. The store is situated at the beach in Åre, next to Holiday Club.
And the need of clothes that actually work for the activities one practice in combination with a wish to be able to stay in Åre all year round seem to be the key to build a brand in Åre. Just check the list:
As you can see there are fairly a large number of brands sprung from the creative environment Åre offers. And if we extend the geographic area a bit and move 25 kilometers to the east and Järpen, we have the shoe factory Lundhags who, besides shoes, manufactures backpacks, functional clothing and leisure wear. You find the factory outlet just by the road E14 in Järpen. And the newer brand Plusminusnoll created from the office in Brattland. Clothes made solely on pre order – for a more sustainable consumption. Their closest neighbors are Gneis, producers of functional outdoor gear for kids, and AUK, specialized in protective clothing for helicopter pilots with demanding assignments.
Then we have the brands that have chosen to either move their head quarters here, like Klättermusen, or open a concept store like Houdini, Haglöfs and Norrøna. In central Åre, you’ll also find Kaki Design and their handmade, high quality wool products such as mittens, hats and ponchos.
Last but among the largest brands we have Extrem. Originally a snowboard brand, who added skis to the collection, expanded with a clothing line a couple of seasons to eventually finish up as a reward winning ski brand also producing skis for other brands in Åre Skidfabrik.
Last updated 11 January 2022
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