«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.»
— Robb Report
«Jørgen Amundsen has built a lifestyle brand that celebrates the Norwegian philosophy of being in nature, no matter the weather.»
— Travel + Leisure
«Norwegian culture is at the core of Amundsen Sports. The Oslo-based clothing brand’s new knitwear collection pays homage to Norwegian folk costumes.»
— The Magazine - The New York Times Style Magazine
«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.»
— Inc.
«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.»
— Fashionista
«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.»
— Grazia Magazine
«The Norwegians approach ski gear with a refreshing less-is-more philosophy»
— Field Mag
THE MOST ROMANTIC CYCLIST IN THE WORLD?
"The way I ride my bikes, I take that idea of romanticism and apply it to my art form, which, in my own head, is riding my bicycle." — Ronnie Romance
Together with Ronnie Romance, we set out across the UK in search of quaint places, timeless roads, and a flow state where worries fade, time disappears, and you feel like a kid again.
