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During the early years, most things took longer to do than they should have. After all, Peak Performance was a company founded by skiers – people who more than anything else wanted to ski some winter. Anyone who managed to find our little office in Åre was often confronted with a sign on the front door that read: Gone skiing.

...out of love for skiing in remote, untouched terrain. Our passion for adventure and nature runs deep. Peak Performance is for like-minded souls, with an urge to explore wild and beautiful places, both near and far, from the mountains to the city. Together with friends or alone, to clear our heads and reconnect with nature, commuting to work or simply hanging out.

We lead. We never follow. And we know we will succeed when doing it our way. We are agile, we try new things, we fail, we learn, and we win - together. We are obsessed with doing exceptional things and creating real value.

We thrive on the flow of energy and passion that each person brings to work. Therefore, we safeguard inclusiveness and promote transparency. At the end of the day, we win, lose, laugh and push forward as a team - humble enough to stay real, but always driven by the curiosity of what we can do, create and become tomorrow. Together.

We are determined to become a team of fantastic differences. Not only do we embrace diversity - we know that this inspiring spread of unique abilities and personalities highly contributes to our dynamic culture, and ultimately to our success.

Everybody is somebody at Peak Performance. We are friends, and we trust, respect and empower each other. We work, play and have fun together, and we are always ready to celebrate.

As for our products, they all have the same purpose – empower the freedom to be adventurous, and living everyday life to the fullest, 365 days a year. Whether it be horizontally or vertically, on skis, bikes or your own two feet, they offer the optimal balance of progressive style & performance. We call it life quality products.

Our Scandinavian heritage is present in everything we do and our commitment to doing better things in a better way is our never-ending responsibility.

We are committed to do better things, in a better way, to secure that the next generation of shredders can enjoy nature the way we do. It’s our never-ending expedition and responsibility.

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It turned out that the answer to both questions was Peak Performance. Initially, their ambitions didn’t extend much beyond making some clothes for themselves and their friends, in sufficient quantities to make a living from it. The business was shaped by what was important to them. Finding the right design and technical solution was paramount.

And the strategy worked. In the late 1980’s, people were tired of extravagance and superficiality. Everybody was looking for the real thing that comes with genuine quality. Ski jackets with leather details and flannel shirts were suddenly the answer, rather than neon and looking like a fully decorated Christmas tree. Orders generated by the first mail order catalog overwhelmed the little post office in town. So much so that they had to take on more staff just to keep up.

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We do things for real. Or not at all. We do things to make a difference. We are curious and always up for the next adventure. This commitment is what makes our hearts beat and our adrenaline rush.

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Back in 1986, two very passionate skiers, one of them a world-class mogul skier with several World Cup wins, were sitting next to each other in a chairlift heading up a mountain. About to test and write about a new skiwear line, they started to talk about why no one was making skiwear that they wanted to wear. Garments that combined excellent functionality with simple, attractive design. Also, they wondered if there was any way that they could stay longer and more often in the ski resort they both loved - the little mountain village Åre, in northern Sweden.

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