Many sportswear brands like to play up their close relationship with the great outdoors, but most of them will always be a fashion brand first, outdoor apparel company a distant second. Helly Hansen founded in 1877 and based in Oslo, Norway is the exact opposite, with clothing and gear designed around specific rigorous action sports, with function always trumping style and form. You can spot their foul-weather fishing gear on Deadliest Catch and in films, The Perfect Storm. So if you wake up one day and decide you’d like to sign up as a rookie crab fisherman on the Cornelia Marie, sail around to world in a dangerous yachting race, or go heli-skiing in British Columbia, this is the brand for you. Our favorite item: The “Swift” ski jacket, $300, available at Helly Hansen.


Category: Fashion, Retail, Top Stores.

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