{"id":63620,"date":"2026-08-07T18:06:24","date_gmt":"2026-08-07T16:06:24","guid":{"rendered":"https:\/\/aresweden.com\/?p=63620"},"modified":"2026-10-21T13:09:37","modified_gmt":"2026-10-21T11:09:37","slug":"designed-in-are","status":"publish","type":"post","link":"https:\/\/aresweden.com\/en\/see-do\/designed-in-are\/","title":{"rendered":"Designed in \u00c5re"},"content":{"rendered":"
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Let\u2019s begin with the flagship Peak Performance<\/a><\/strong>, established in \u00c5re 1986 by the three skiing enthusiasts Stefan Engstr\u00f6m, Peter Blom and Christer M\u00e5rtensson who wanted to<\/p>\n\n\n\n

1<\/strong>, spend more time in \u00c5re and
2,<\/strong> acked functional clothes that also were fashionable. <\/p>\n\n\n\n

The rest is history. Peak Performance outgrew \u00c5re, 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 \u00c5re, in the picturesque red wooden house at \u00c5re Square which once housed the photo shop of photographer and Sami Nils Thomasson \u2013 nowadays beeing the Peak Performance General Store. <\/p>\n\n\n\n

From the same era we find the brand Zytt.<\/strong> 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 \u00c5re, next to Holiday Club. <\/p>\n\n\n\n

And the need of clothes that actually work for the activities one practice in combination with a wish to be able to stay in \u00c5re all year round seem to be the key to build a brand in \u00c5re. Just check the list:<\/p>\n\n\n\n

JNY Design,<\/strong> established 2005. The founder Jenny Fagergren couldn\u2019t find any ecological children\u2019s fabric that suited her needs so she decided to manufacture it \u2013 with her own printed pattern. Now she distributes the fabric all over Sweden and design and sell her own clothing line for kids. <\/p>\n\n\n\n

Eivy Clothing<\/strong>, established 2009. Why are the base layers so boring? If I ski or snowboard all the time and kind of live in my base layer \u2013 why not create something really smart to hang out in? These were the thoughts of the founder Anna Vister who actually went out and did it \u2013 designed and manufactured stylish base layers with casual wear to go with it. <\/p>\n\n\n\n

Skhoop,<\/strong> established 1999. Creator of the down skirt \u2013 the original. The founder Sissi Kewenter got tired of the constant taking on and off ski pants every time she needed to go out. The solution \u2013 a down skirt with a zipper. Now they are produced in many different materials and lengths with accompanying functional clothing. <\/p>\n\n\n\n

Stitch N Stones,<\/strong> established 2010. With a wish to stay in \u00c5re combined with a strong need to create environmental friendly things, Emma Ruzicka and Anna Nilsson started to produce handmade headwear and other accessories out of used material. <\/p>\n\n\n\n

Elevenate,<\/strong> established 2011. The skiers Jimmy Od\u00e9n and Sara R\u00f6nngren left the Alps behind and moved back to Sweden and \u00c5re. Out of their joint knowledge they created a brand that meet their needs when it comes to ski clothing. <\/p>\n\n\n\n

Sweare,<\/strong> established 2014. The founders Malin \u00c5kerlund and Per Brenn\u00e4ng lacked comfortable, fashionable and functional clothing to exercise in. It started with a collection for nordic skiing, followed by a trail running collection. <\/p>\n\n\n\n

Stellar Equipment,<\/a><\/strong> established 2015. During a ski trip in Canada (on the very place where the name of the brand is taken), John Crawford-Currie and Fredrik Dahl asked themselves why the production of really good ski clothing need to be so expensive. And why it takes so long from designing the clothes until they reach the customers. The solution \u2013 a new brand without any middlemen. With distribution from the warehouse direct to the customer. The clothes can only be bought online and in the showroom in \u00c5re. <\/p>\n\n\n\n

Other brands in \u00c5re<\/h2>\n\n\n\n

As you can see there are fairly a large number of brands sprung from the creative environment \u00c5re offers. And if we extend the geographic area a bit and move 25 kilometers to the east and J\u00e4rpen, we have the shoe factory Lundhags <\/a><\/strong>who, besides shoes, manufactures backpacks, functional clothing and leisure wear. You find the factory outlet just by the road E14 in J\u00e4rpen. <\/p>\n\n\n\n

And the newer brand Plusminusnoll <\/strong>created from the office in Brattland. Clothes made solely on pre order \u2013 for a more sustainable consumption. Their closest neighbors are Gneis<\/strong>, producers of functional outdoor gear for kids, and AUK<\/strong>, specialized in protective clothing for helicopter pilots with demanding assignments. <\/p>\n\n\n\n

In central \u00c5re, you\u2019ll also find Kaki Design<\/a><\/strong> and their handmade, high quality wool products such as mittens, hats and ponchos.<\/p>\n\n\n\n

Then we have the brands that have chosen to either move their head quarters here, like Kl\u00e4ttermusen<\/a><\/strong>, or open a concept store like Houdini,<\/a><\/strong> Hagl\u00f6fs<\/a><\/strong> and Norr\u00f8na<\/a><\/strong>.<\/p>\n\n\n\n

Last but among the largest brands we have Extrem<\/strong>. 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 \u00c5re Skidfabrik.<\/a><\/p>\n\n\n\n

<\/p>\n\n<\/div>\n <\/div>\n\n <\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":3632,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"63395,63504,63119,63274,63208,62316","_relevanssi_noindex_reason":"","footnotes":""},"categories":[15,48],"tags":[128],"class_list":["post-63620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-see-do","category-shopping","tag-all-year"],"acf":[],"yoast_head":"\nDesigned in \u00c5re Sweden \u2013 sports brands established in \u00c5re<\/title>\n<meta name=\"description\" content=\"Quite a few clothing brands have seen the light of day here in our tiny mountain village. 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