The new Swedish skiwear brand Elevenate had an excellent launch at Ispo. One of its co-founders, Jimmy Odén, says the founding trio – which also includes Mårten Pettersson, former editor of Åka Skidor, and designer Sara Rönngren, formerly at Peak Performance – deliberately decided to keep the collection top-secret before the trade show. This strategy paid off well, as Elevenate became a big talking point at Ispo. Elevenate makes functional but trendy ski clothes. Details such as colored seams and unique versions of trendy colors create an edge. Besides Sweden, France and Switzerland are important distribution markets this first year.

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