Sportswear of Sweden
SOS
The Brand
Since 1982, SOS – Sportswear of Sweden has been the brand of choice for skiers and snow lovers around the world. Rooted in Scandinavian simplicity and inspired by the bold spirit of the North, SOS has built its identity on vibrant colors, clean design, and exceptional functionality. We don’t follow trends — we set them.
SOS – Sportswear of Sweden stands at the intersection of style and performance, offering partners and retailers a strong, recognizable brand with proven quality, commercial potential, and growing international appeal. Faithful to its legacy yet driven by innovation, SOS continues to inspire those who value freedom, authenticity, and timeless Scandinavian design.
The new SOS collections embody this philosophy, combining elegance, durability, and comfort for both men and women. Designed to perform in any environment and under any weather condition, they offer protection, versatility, and timeless style. The androgynous silhouettes, geometric patterns, and everlasting color palette reflect a modern Nordic aesthetic that encourages effortless mix and match styling.
Every piece represents our commitment to quality, sustainability, and long-lasting design. We carefully select the most innovative and high-performing materials to ensure maximum comfort and resilience, while maintaining a look that remains relevant beyond seasonal fashion trends.
SOS is evolving into a true all-season brand, expanding its reach beyond winter. With the introduction of the Spring & Summer Collection, SOS invites adventurers, hikers, and outdoor enthusiasts to embrace the sun, explore new paths, and carry the spirit of freedom all year round.
Core Values
- Nordic Heritage – Pure, authentic Scandinavian identity.
- All-Season Versatility – Performance and comfort for every climate.
- Freedom & Adventure – A mindset of exploration without limits.
- Sustainability – Respect for nature and responsible production.
- Craftsmanship & Resilience – Enduring quality and meticulous design.
