I couldn’t love a woman who inspired me to be totally disinterested. If I fell in love with a woman for an artistic reason, or from the point of view of my work, I think it would rob her of something. War taught me that not everything is glamorous.

You have to be luxurious nude. It’s difficult to move in the nude in front of a mirror. It’s much easier to move when you’re dressed. But if you can walk around in the nude easily in front of your man, if you can be luxurious in the nude, then you’ve really got it. Those fashion designers are just crazy; but aren’t we all? Women are more sure of themselves today. They don’t have to emulate the way men dress. You have a more interesting life if you wear impressive clothes. Fashion is always of the time in which you live. It is not something standing alone.

Our Mission

With passion for sports and a commitment to innovation, design and performance, we offer tools for sport achievements that inspire and enable athletic progress for world champions.

What We Do

With a genuine heritage in the Swedish elements and endurance-specific sports, we develop high-quality performance sportswear. Tools with a Nordic attitude and a global reach.

Point Of Difference

We make it possible for all people to enjoy sports achievements, improve their performance and break free from the daily routine, offering inspiration and products.

Our large format stores are carefully curated to give you a unique view of premium brands and products that have been sourced from all over the world.


Go to a place where you’re not going to be stressed, because a honeymoon itself can be a stressful thing. I’ve always tried to push myself technically and to push myself visually. That’s been part of the journey. I think it’s the responsibility of a designer to try to break rules and barriers.


You have a more interesting life if you wear impressive clothes. Everything I do is a matter of heart, body and soul. I don’t care about money. I really don’t care. I just want to do what I do. Delete the negative; accentuate the positive! My relationships with producers or photographers.