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Sweet Protection

- About The Brand -

Sweet Protection (Norway)

A top protection brand that started in 2000 in Trysil, a town rich in nature in Norway.

Stolle Møller and Atre Enberget were born in the city and began making items necessary for their adventures, releasing carbon helmets that shocked the world and quickly grew into one of the world's leading brands. did.

“Creating the best products imaginable with love, talent, and enthusiasm” is the brand's policy.

- Birth History -

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 movie.

“With heart, talent and attitude we create the best equipment possible. Stronger,​ lighter, better.”

“Creating the best products imaginable through love, talent, and passion. Stronger, lighter, and better.

Sweet Protection was founded in 1988 by Ståle N. Møller, a typical young man from Turisil, who later became one of the founders and is still the design manager of Sweet Protection. This goes back to these words I wrote on a piece of paper.

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They even built their own 7m high skate ramp hidden in the forest (until the ban in Norway was repealed and a better skate ramp was built in the center of town).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 N 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. This is the ``Strutter,'' a masterpiece from Sweet Protection's founding that continues to be sold even today.

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.

The brand's founding 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.

One of my colleagues, Goran, came up with a unique name for the company. It was called "Sweet North." Having grown up as action sports enthusiasts, knowledge was essential to having a successful and safe river trip. The goal was to integrate their uncompromising demands for quality and functionality into innovative products. Developing sweet protection gear from the far north. With that in mind, half of the original name was removed and Sweet Protection was founded in 2000.

- Flying Start -

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. He continued on to the US Open, and 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.

Grimnir is Terje Haakonssen's professional model.

In just a few years since its founding, Sweet Protection has gone from being a local garage brand to a global brand.

In 2003, Sweet Protection exhibited for the first time at ISPO, the international outdoor sports exhibition, and won both the Newcomer Award and the highest award, the ISPO Award. All of the Sweet Protection products that were released were inspired by the idea from my youth, when I was handmade to go on adventures in the mountains with friends. His rapid progress over the past few years has reached the level of legend in the action sports world.


2001 Carbon fiber helmets “Rooster” and “Strutter” released.

2001 Received the Design Excellence Award from the Norwegian Design Council for “Rooster” and “Strutter”

2003 Received the ISPO "Brand New Award" at the German exhibition.

Awarded "Best piece of software of the decade" by Playboating Magazine in 2004

2004 MEN'S JOURNAL USA "Best Gear of the Year" award

2005 Simultaneous release of freeride helmet “Trooper” and technical wear

Received the 2005 Norwegian Design Council's "Design Excellence Award" for "Trooper" and "Crusader"

2005 Awarded the Norwegian Design Council Honor Award

In 2005, entered technical wear. At a time when every freerider needed a one-piece suit, Sweet Protection introduced the Crusader Flight Suit in 2006. In 2006, they entered a new category of protection with the release of the F1 race-inspired Grinder Back Protector.

- Next Step -

In 2009, we introduced Autonomy, a new line for freeskiers and snowboarders. In the same year, they introduced technical paddlewear using Gore-Tex's best waterproof membrane, offering superior comfort and range of motion, and quickly becoming hugely popular in the paddle sports community.

In 2011, the first bicycle helmet was launched for more aggressive enthusiasts. All motorcycle helmets were developed as singletrack motorcycle helmets.

In 2012, Sweet Protection teamed up with legendary Norwegian Alpine skiing hero Aksel Lund Svindal to compete at the Alpine World Cup in Solden, Austria on October 27th of the same year. , debuts the handmade "Rooster Corsa". The helmet, made from carbon fiber and thermoplastic prepreg and baked in the same autoclave used to build Formula 1 race cars, adds color to Svindal's legend.

2010 Germany Exhibition ISPO " ISPO Board Sports Award, Best piece of Outerwear" winner

2012 Germany Exhibition ISPO "ISPO Gold Award" won for "Igniter"

2014 Received German Enduro Magazine's "Design & Innovation award" for "Bushwhacker"

2014 World of MTB Award Winner for “Bushwhacker”

2015 Germany Exhibition ISPO "ISPO Gold Award" awarded to "Rooster D'Ceaser"

Sweet founders Støre Moller and Axel Svindal

Sweet Protection continues to grow and continues to develop new models and enter new fields.

In 2017, we entered helmets for road bikes. In the fall of 2018, Sweet Protection introduced a new visual that evolved into a modern version of the logo. The product design has also been redesigned and upgraded. The "Switcher" helmet, equipped with a unique ventilation system, was released and quickly became a top-selling model on the market. It was also in the same year that the racing helmet ``Volata'' equipped with the unique MIPS 3L system was announced.

In 2019, we announced one of our biggest projects to date: an eyewear collection. The latest goggles were unveiled at the World Cup, and went on to win the gold medal at the World Championships with Norway's rising star Henrik Kristoffersen.

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.


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.

Instagram:

@sweetprotectionjapan