Behind The Brand:
When Roald Amundsen set out to conquer the South Pole in 1911, he chose to learn from the best possible source and went to live with the Inuits to study their knowledge on cold weather survival. At the same time he was exploring cutting edge technology of his time. Inspired by this set of skills, Jørgen Amundsen, an industrial designer, questioned the way people today dress for their outdoor activities. After approaching his childhood friend Erik Friis with his ideas. Jørgen and Erik had been competing in the same ski club in Oslo and done some travelling together in Patagonia. Erik welcomed the challenge and together they founded Amundsen Sports out of Oslo Norway in 2009.