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Incredible Craft Sale

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Craft, where it all began
Swedish brand CRAFT is the pioneer of function apparel for serious athletes. Since 1977, Craft has devoted itself to developing innovative clothing built to withstand extreme requirements in all conditions. Craft works closely with its many sponsored athletes and national teams, and focuses on designing the highest performance gear.

Craft, the secret
The secret behind the discovery Anders Bengtsson made after one of his strenuous exercise sessions is that the material - polyester - does not become wet on the outside and only absorbs a minimal amount of moisture in the fibers. Add to that a weaving technique that greatly helps to transport moisture and keep the skin fresh. The most effective stitch ratio proved to be three stitches outward and two stitches inward.

In addition to underwear, garments for the next layer (so-called absorption garments) were developed. These work to transport moisture further out from the body. The third and outermost layer was made of an insulating garment to protect against weather and wind without trapping moisture from the inside. These three layers were the start of the idea that Craft then used and developed into today's modern function garment.

1989 - Craft's peak of an era
When Gunde Svan's sweaty body and runny nose worked its way through a fifty-kilometer race, Swedes sat in front of the TV with their own watch to catch intermediate times between the trees. The competitors fizzled out in the last uphill slopes and skier Svan became Gunde to the entire Swedish population. Craft's sales certainly were not hurt by Gunde Svan appearing in full-page ads dressed only in Craft underwear with the heading "My dad likes these too".
During the 1989 cross-country skiing world championships in Lahti, Finland, Gunde Svan won three gold medals wearing Craft garments. This period and part of the '90s were marked by success for Craft as well. In 1993, Craft's turnover increased to SEK 240 million and it seemed as if development would continue on forever.

At this time Craft was a vital and successful brand. Product development continued and there was more than one competitor interested in taking over the Craft brand and its strong products. When Sten-Sture Johansson realized that he could not run the company on his own, the next pivotal person in Craft history entered the picture.

1996 - Craft's new beginning
Torsten Jansson came from the west coast of Sweden. He had long been successful in the product area profile clothes and under the brand New Wave. In 1996, Torsten took over Craft and renamed the company 'Craft of Scandinavia'. Three years later he appointed a new managing director who together with a new team of designers, buyers and marketing employees began to reconstruct the company. renamed the company 'Craft of Scandinavia'. Three years later he appointed a new managing director who together with a new team of designers, buyers and marketing employees began to reconstruct the company.

Craft, working with Athletes
A number of athletes who could help build the new brand were identified, and the main focus was on gaining attention in the sport shop world. The three sports selected were cross-country skiing, running and biking. All three symbolize endurance and condition and require highly functional clothes. The idea was to go beyond functional underwear and develop sport-specific outerwear.

Craft , a good idea withstands the test of time
The partnership with top athletes in the three core sports continues. In this way, the company keeps a high degree of innovation in the products, develops new garments and continues to strength the brand, cemented in functionality.

The world has changed a great deal since Craft was born in the '70s. The Craft brand has also gone through many stages over the years. The concept, however, is still the same - to produce functional clothes for people's best. A good idea that will withstand the test of time.

Craft's brand foundation
The brand's foundation is its authentic understanding and love for the sporting culture, reflected in its strong involvement in cross-country skiing, biking and running. Constantly working on the optimization of innovative fibres and construction technologies, Craft's base-, mid- and outer layers are the ideal training and competition garments for all activities year-round.