SkiStarshop Duved
Ski rental, SkiPass sales point and small shop with skiing equipment. At Duveds Linbana (the chair lift in Duved). Only open in winter.
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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. 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 later got danish owners. But the heart is still in Åre, in the house where it all started in a small upstairs office at Åre Square – nowadays 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 new brand Plusminusnoll created from the office in Brattland. Clothes made solely on pre order – for a more sustainable consumption.
Then we have the brands that have chosen to either move their office here, like Klättermusen, or open a concept store like J.Lindeberg, Houdini, Haglöfs and Norrøna.
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.
Last updated 19 November 2019
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