Stockholm, Sweden, January 27, 2020With a successful entry to the European market for the 19/20 winter season, the brand is further developing its presence globally by adding more unique products to its offerings while expanding and building its network in the U.S.

“Our focus for the 19/20 season has been to introduce the brand in Europe while preparing for continued and sustainable growth,” says Erik Lidén, founder of Flaxta.

“With more than 100 dedicated retail partners in Europe, a successful sell-through and an incredible interest from the market, I’m proud to say that we have succeeded in the first phase of our development. Now it’s time to take it to the next level.”

For 20/21, Flaxta is adding more exciting products and partners into the brand family, including:

New Product: Episode Goggles

Following up on the success with the award-winning Prime goggles, Flaxta is proud to introduce the latest addition to its goggle range; the Episode.

Episode is a spherical double lens goggle with an easy and to-the-point magnetic lens change system. The brand’s aesthetics and characteristics are clearly visible, and the goggles incorporate Enlight lens technology, which has been developed by Flaxta in close collaboration with ZEISS. Enlight lenses boost contrast to aid in reaction time and help deliver a safer ride.

New product: Backup Back Protector

After introducing Behold, the most ventilated, flexible and low profile certified back protector on the market, the 20/21 season sees the introduction of Backup back protector vest. Just like the Behold, Backup incorporates Flaxta’s AVA compound (short for Absorb, Vent and Adapt) and targets all skiers and snowboarders who find current back protectors too stiff, warm and bulky.

New Ambassador: Henrik Harlaut
As one of the brand’s first ambassadors, Flaxta recently announced a partnership with Henrik Harlaut, a 12-time X Games medallist and one of the most innovative and influential skiers of all time. The partnership means that Harlaut will represent Flaxta and wear the brand’s unique back protection.

Key concepts: Aware Impact Technology

As a Flaxta Future Concept, and part of Flaxta’s commitment to redefining sports protection, the brand continues to develop its Aware Impact Technology. Aware Impact is a pioneering digital safety solution designed to measure, analyze and display real-time data critical to identifying the severity of head impacts.

The Aware concept has been turning heads and been awarded a number of honors, awards, and recognitions, including:


  • Winter OR attendees are invited to come to the Flaxta booth, #34137-UL.
  • ISPO attendees are invited to come to visit Flaxta in Hall B6booth 604.