ColourWear has teamed up with UK distribution company Unify Brand Partnerships to expand its presence in the UK active and outdoor market.
The lifestyle brand is the shared passion of three board and freeski enthusiasts from Gothenburg, Sweden, who in 2010 said, “Enough with the grey!” Fredrik Abrahmson, Thor Kruse and Johan Ullbro, with experience in marketing, design and sales at various global brands in the action sports scene, felt the urge for something more daring and founded the brand under its original name WearColour. After its initial success in Sweden, it grew well in Europe and North America but filed for bankruptcy at its own request with the Gothenburg District Court in early 2020. In February 2020, ColourWear was subsequently acquired by Tenson. In 2022, Sweden-based Active Brands Group Scandinavia AB announced the acquisition of ColourWear from Tenson. Today, ColourWear is a lifestyle brand driven by community and street influences, with roots in freeride and board culture.
“We are thrilled to partner with Unify BP, their expertise in the UK market and strength as a leading representative in active, outdoor and fashion lifestyle brands will enable and secure Colourwear’s expansion into one of Europe’s largest sports markets,” said Finn Schottenius, CEO of ColourWear. With this new partnership, ColourWear hopes to make a splash in the UK market and re-establish itself as a household name among ski and outdoor enthusiasts.
