GOMMO & GOFFA

«Natural fibers are an unconventional choice in this day and age, but Amundsen has closed the gap between natural fibers & high performance for a look that’s subtle in appearance and sound. In an alpine world increasingly dominated by synthetics, choosing natural fibers rooted in heritage feels quietly radical.»

«Jørgen Amundsen has built a lifestyle brand that celebrates the Norwegian philosophy of being in nature, no matter the weather.»

«Norwegian culture is at the core of Amundsen Sports. The Oslo-based clothing brand’s new knitwear collection pays homage to Norwegian folk costumes.»

«Jørgen Amundsen is putting the friluftsliv in fitness»

«The outdoor-clothing industry relies heavily on synthetic fibres but Amundsen Sports has carved out a space for natural fabrics. The company sources most of its material from small manufacturers in the UK and Europe»

«Curating the perfect member’s only experience. Call it the if-you-know-you-know playbook for growth. The strategy worked for Amundsen Sports, a Norwegian outdoor brand, when it expanded into the United States seven years ago.»

«The label’s pillar is “Friluftsliv,” the Scandinavian philosophy that values connection to nature over conquest. Amundsen translates this spirit into heritage craftsmanship with a modern edge.»

«Inspired by Friluftsliv — the Norwegian philosophy of open-air living centered on simplicity, freedom, and connection to nature — the brand reimagines traditional outdoor garments through a refined, lifestyle-led lens.»

«The Norwegians approach ski gear with a refreshing less-is-more philosophy»