Huski Wear, a brand-new Swedish brand of outerwear, is going to replace Helly Hansen as the clothing partner of Team Sweden Alpine, the Swedish alpine ski team, starting on July 1. As part of the partnership, Huski Wear has pledged to support the development of skiing among the Swedish youth.

Targeting sales of between €4 million and €5 million for the upcoming winter season, mostly by working with ski clubs in Sweden and Norway, the young company is also planning to offer a more customer-oriented collection in the autumn through a new version of its website,, which is due to come on stream in a couple of weeks’ time.

Noting that the brand is getting more and more inquiries from the alpine regions, Magnus Liljeblad, CEO of the company, states that it has global development plans, adding that “we will only go digital.” The brand’s new partnership with the Swedish alpine team should help boost its international visibility. Huski Wear is already the apparel supplier of the Swedish skicross team. It also relies on various ski champions, including André Myher and Anna Swenn Larsson, as brand ambassadors.

Liljeblad, a former sailing champion who ran Henri Lloyd for one year until the summer of 2019, launched Huski Wear last year as a digital-only brand in collaboration with a former colleague, Jonas Olsson, and a former design and product director of Peak Performance, Lena Claesson. They are being supported by a Chinese manufacturer, Sport Innovation, and by Huski Chocolate, a well-known brand of hot chocolate.