The summer of 2019, I stumbled upon a Norwegian outdoor brand, Amundsen, at the Outdoor Retailer trade show. It was a small booth, packed with traditional hiking and outdoor apparel, with a playful and modern take. The first thing that caught my eye were little waxed cotton canvas Field Shorts — 3″ short shorts — with contrasting suede patches. Designed for the rigors of the mountains and trails, they could just as easily be worn on summer outings in town too.
Then I saw colorful lace-up, Boiled Wool Hoodies, a Nordic style known for its warmth, water and wind resistance that has long been used by seafaring and mountain adventurers. My eye wandered next over to the Knickerbockers, paired with classic Mountain Mucks and bright knee-high Performance Socks, all made for seasonless outdoor pursuits. Everything in the Amundsen booth was a piece of technical apparel designed for hiking, exploring, and adventuring, but with a fun and casual style you could wear anywhere. It was very STYLE OF SPORT and we’ve been featuring Amundsen ever since!
ROALD AMUNDSEN, LEFT, AND JØRGEN AMUNDSEN
I recently stumbled upon Amundsen again here in NYC at their new pop-up shop in Nolita. It’s a cute and cozy spot that embodies the Norwegian spirit and style of the brand.
Roald Amundsen (1872-1928) was a legendary Norwegian explorer most noted for four major feats in polar expedition in the early 20th century. He was the first to reach the South Pole and North Pole, as well as discovering both the NorthWest and NorthEast Passage between the Atlantic and Pacific oceans. On the first of his journeys, Amundsen befriended the local Inuits, the indigenous people of the arctic coasts of Greenland and Canada, who shared their knowledge of cold weather survival — how to hunt, build shelter, and keep warm in caribou-pelt coats — skills that would become the foundations for his future polar endeavors.
They would also become the foundation for industrial designer Jørgen Amundsen, inspired by the spirit of adventure of his great grand uncle Roald, to launch an outdoor apparel company bearing their name. Amundsen honors the traditions of the past with innovative technology that looks to the future.
A NORWEGIAN FLAG TAKEN BY ROALD AMUNDSEN ON HIS FOUR MAJOR EXPEDITIONS TO THE NORTHWEST PASSAGE, 1903-06, THE SOUTH POLE, 1911, THE NORTHEAST PASSAGE, 1918-1920, AND THE NORTH POLE 1927
One of 12 flags carried by Roald Amundsen on his four major expeditions went on auction Wednesday, December 14th at Christie’s in London. It was one of 12 such flags in existence, but the only example embroidered with each trip’s date and Amundsen’s signature — with stains from what is speculated to be Arctic saltwater, or perhaps, polar bear blood. The estimate was GBP 100,000 – GBP 150,000, and the price realized GBP 138,600. For more information click HERE.
