Boulder, CO — Amundsen Sports was born in Oslo, Norway in 2011, the brainchild of Jorgen Amundsen — industrial designer and relative of Roald Amundsen — and Erik Friis, Norwegian explorer and skier. Together they questioned the way people dress for their outdoor activities, in a market that seemed to have forgotten essential knowledge built up over decades, that Roald first studied from the Inuits at the turn of the 20th Century as the first European to plant a flag in Antarctica.
The brand was born 100 years from the day of Roald’s flag planting, and his successful combination of tradition with innovation is what inspires Amundsen on its mission to enhance and simplify everyday life for outdoor enthusiasts.
To inspire you during these challenging times, we wanted to introduce you to a concept that has evolved in Norwegian culture for centuries. Friluftsliv (frilufts | liv) is a state of mind that indirectly translates in English to “Free – Air – Life.” It is not an activity, nor a competition. It encompasses the values of what nature gives in return. While taking the necessary precautions, enjoying nature should be highly prioritized in the coming months. Fresh air, silence, and space should be cherished and pursued to maintain a clear mind. This will only bolster our fundamentals to undertake the challenges ahead. Friluftsliv, regardless of activity, is simply being in harmony with nature. It is a sense of detachment from the daily grind that empowers and re-energizes us to enable longevity and stability in our lives. This is the groundwork for our slogan, Play Well Out There, and we want to remind everyone to never lose their inner child, to create, and enjoy your own Friluftsliv.
Amundsen Sport’s progressive European designs, sustainable manufacturing practices, and commitment to ensuring their ingredients are ethically sourced and of the highest quality is unparalleled, including a short-travel manufacturing process, using European fabrics and natural, long-lasting resources, as well as the most stylish and lasting silhouettes and design innovations. Working with natural materials such as wool and cotton in unique ways, these products are not mass produced in the usual ways of other contemporary outdoor performance apparel, and the brand offers consumers and retailers a new way to approach adventure.
For Summer 2020, Amundsen is presenting a groundbreaking collection of fashion-forward, heritage-inspired, and European-made performance pieces designed to inspire your own personal Friluftsliv.
Field Shorts (Mens/Womens)
Available in five- and seven-inch inseam lengths, the Amundsen Field Shorts are unique amongst outdoor apparel offerings for SS20 with their stretch Cordura and waxed cotton canvas construction. These European-made and imported fashion-forward Norwegian designed shorts are indestructible for the woods, boating, mountains and all the moments in between.
Roamer Fleece (Mens/Womens)
Ideal for a wide range of outdoor activities, the Roamer Fleece is a stylish, all-around pullover top made from versatile Polartec polyester fleece. These simple pieces for men and women feature wind and water resistant woven fabric on the shoulders and chest, available in Faded Blue, Desert, and Golden Pyre. This is the only layering piece you’ll need for those rugged, romantic, nordic summer nights in camp.
Safari Linen Shirt (Mens/Womens)
In the tradition of all sun-baked climates, there is nothing better to keep you cool than a long-sleeved lightweight linen shirt — even better when it is so distinguished it takes you straight to the local watering hole at night. Our garment-dyed linen shirts are available in five colors. The garment dye saves water and waste, crafted with 100-percent European linen. Both men’s and women’s feature two large chest pockets and reinforced elbows. Wear wrinkled.
