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History of Sweet Protection

History
of
Sweet Protection

Norway, a Scandinavian country with a rich natural environment, was the only country in the world where skateboarding was prohibited until 1989. The government at the time considered skateboarding to be a dangerous sport.
However, no matter how much we try to regulate behavior by law, we cannot regulate culture itself. It was in 1986 that the hit American movie about skateboarding culture, Thrashin', came to Trysil, a small village nestled in the deep forests of eastern Norway. This game, which involves simply attaching four wheels to a board, quickly became popular among young boys in the village who saw the film.

“With heart, talent and attitude we create the best equipment possible.”

- Ståle N. Møller

“Creating the best products imaginable through love, talent, and enthusiasm.”

Sweet Protection was created in 1988 by Ståle N. Møller, a typical young man at Turisil, one of the company's founders and design manager, who wrote it on a piece of paper at a design school in 1988. This goes back to the word octopus.

Stolle was one of the young people who became obsessed with skateboarding. Stolle, who was attending design school, rented his parents' garage and began building handmade skateboards with friends using Norwegian wood. They even built their own 7 meter high skate ramp hidden in the forest (until the ban in Norway was repealed and a better skate ramp was built in the center of town). (maintained in secret).
Brands are created through creative and energetic passion. Store's first brand (literally a garage brand) was called Bushmade Skates and went on to dominate Turisil's illegal skating scene.
Norway is a country of water, forests, and snow. Stole, who also enjoyed kayaking, snowboarding, and skiing with friends, was not satisfied with just making skateboards, and began developing snowboards, clothing, and gear for his friends.
By the mid-1990s, they were already making their own clothing and backpacks for their expeditions. Of course, they had to be designed to withstand the harsh natural conditions of Norway's big mountains, so the workmanship was quite impressive.
In 1997, a wave of freestyle kayaking arrived in Norway. However, existing kayak brands were completely useless for this new way of playing. Stolle had the idea to revolutionize the world of kayaking by developing a Kevlar material for kayaks for his friend Erik Martinsen, one of the world's top kayakers. Ta.
Initially, the plan was to launch a kayak brand called SNM (Ståle Norman Møller) Playboats. However, this plan, which was the first budding idea for Sweet, was scrapped due to difficulties in procuring materials as Storer was still a student at a design school.
Instead, he comes up with another idea. They decided to make a carbon fiber helmet for the World Freestyle Kayaking Championships that Eric will be competing in. Kayaking equipment at the time was "as chic as Soviet-era agricultural equipment," so Stolle's innovative approach and fresh design were breathtaking. Everyone wanted it. Orders flooded in. The noise coming from the garage at night, reminiscent of the Bushmaid days, once again kept the family and surrounding neighbors awake at night.

Representative model Strutter celebrates its 20th anniversary this year

In 1999, Stolle gained confidence and decided to start a new company with a friend. Providing the best products made with the latest high-tech materials for action sports enthusiasts. To create the basics for playing in nature more happily, freely, and safely. To that end, we combine uncompromising demands for quality and functionality into innovative products. To create not only superior functionality and performance, but also original design and new philosophy concepts. And by reflecting the experience cultivated there into the winter scene, we want to be recognized as a brand that makes tools for all kinds of activities throughout the year.
Sweet Protection was founded in 2000.
One of the first things we did when we started was to approach another Norwegian who knows nothing about compromise, legendary snowboard rider Terje Håkonsen, to join the team. Tellier immediately saw the potential in the prototype helmet he was presented with and accepted offers from all brands to join Sweet's team. The core snow bums of the world were able to witness a beautiful carbon fiber helmet that they had never seen before in his riding video.
Thus, within a few years of its founding, Sweet Protection quickly transitioned from a local garage brand to an international scene. In 2003, Sweet exhibited for the first time at ISPO, an international exhibition of outdoor sports, and won both the Newcomer Award and the highest award, the ISPO Award. All of the sweet products unveiled were a reflection of the philosophy of his youth, when he was handmade to go on adventures in the mountains with his friends.
Sweet continues to believe that product development with team riders is of utmost importance, including close collaboration with Tellier. The relentless pursuit of functionality and quality required in the mountains has been Sweet Protection's core value and design guiding principle since the beginning.
Grimnir is Terje Haakonssen's professional model
Meanwhile, Sweet still hasn't forgotten the passion he felt when he and his friends started the company. Even today, Sweet hasn't left Turisil and hasn't forgotten the style of growing up while having fun with his friends.
“With heart, talent and attitude we create the best equipment possible.”
“Creating the best products imaginable through love, talent, and enthusiasm.”
Harmony of feel and function, design and style. The handwritten words written on paper at that time became the core of the unique brand identity and became the brand philosophy of Sweet Protection, which continues to this day.

@sweetprotectionjapan