"Behind The Product" - Icon Sweatshirt - Gold

Henrik's #1 pick and the hoodie he has been rockin' from the streets of Stockholm to the big stage at X-games Aspen and the product that would set the tone for the whole brand.

For our first product we wanted to create something really relatable with Henrik. So when it came to choosing the main color, it seemed natural to pick one that was influenced by the hiphop collective Wu-Tang Clan.

As Wu-tang has helped shape Henrik's skiing since day 1 and has made a huge impact on him both on and off hill.

So we chose the color yellow.

Yellow, which also stands for positivity and joy, is something that fits perfectly with Henrik's lifestyle and something we want to represent as a company as well.

And that was where the idea of putting the yellow color into the brand was born.