The summer of 2019, I stumbled upon a Norwegian outdoor brand, Amundsen, at the Outdoor Retailer trade show. It was a small booth, packed with traditional hiking and outdoor apparel, with a playful and modern take. The first thing that caught my eye were little waxed cotton canvas Field Shorts — 3″ short shorts — with contrasting suede patches. Designed for the rigors of the mountains and trails, they could just as easily be worn on summer outings in town too.
Then I saw colorful lace-up, Boiled Wool Hoodies, a Nordic style known for its warmth, water and wind resistance that has long been used by seafaring and mountain adventurers. My eye wandered next over to the Knickerbockers, paired with classic Mountain Mucks and bright knee-high Performance Socks, all made for seasonless outdoor pursuits. Everything in the Amundsen booth was a piece of technical apparel designed for hiking, exploring, and adventuring, but with a fun and casual style you could wear anywhere. It was very STYLE OF SPORT and we’ve been featuring Amundsen ever since!
ROALD AMUNDSEN, LEFT, AND JØRGEN AMUNDSEN
Roald Amundsen was a legendary Norwegian explorer who was the first to reach the South Pole, among other noted achievements in polar exploration. When he set out to conquer the South Pole in 1911, he went first to live with the Inuits, the indigenous peoples of the Arctic regions, to study their knowledge of cold weather survival. At the same time he was exploring new technologies.
Amundsen was founded by industrial designer Jørgen Amundsen, inspired by the spirit of adventure of his great grand uncle, in a line that honors the traditions of the past with innovative technology that looks to the future.
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I recently stumbled upon Amundsen again here in NYC at their new pop-up shop in Nolita. It’s a cute and cozy spot that embodies the Norwegian spirit and style of the brand. We’d love to see you there Sunday December 11, 4-7pm for our Holiday Party with Amundsen! It’s a special holiday shopping event with 15% off prices storewide! Plus, you’ll automatically be entered into a raffle to win a whole ski outfit – Peak Anorak and Panther Pants — with any purchase.
Hope to see you there and toast the holidays Norway style with mulled wine, buns and waffles too — right here in New York City at 262 Mott St!
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