Colourwear’s CEO On The Brand’s Product Lines, Distribution & Future Plans

Colourwear burst onto the scene in 2010 full of Scandinavian colour and style. 13 years later and under new ownership, the brand continues to push a bold, bright and youthful aesthic. We spoke with Colourwear back in May, and now we’re back again talking with their CEO for a full download.

How did Colourwear first get started and what was the idea behind the brand?
Colourwear was started by a group of mates who just loved riding together. The founders’ experience in the industry led them to find this unique positioning; “they believe snowsports got too serious, and want to bring the fun, carefree, adventure back into the industry. So, they founded Colourwear in 2010 in Gothenburg, Sweden. And even if the HQ moved since 2010, Colourwear still operates from Gothenburg in Sweden.

These last 12 months have seen big changes within the company. Please could you explain what happened?
Colourwear has great and interesting history with ups and dows, like many other brands. In July 2022 the brand was acquire by us, Active Brands group Scandinavia, a Swedish house of brands who now also added Colourwear to the portfolio. Colourwear are placed in a daughter company. Since the acquisition of Colourwear, the brand has found a new head office and a slightly updated ecomm site. But maybe one of the most importance changes are that the brand are now globally registered as Colourwear with the acronym CLWR.

Who is on the management team now?
Colourwear are today part of private owned company group, and we call ourselves for house of brands. These companies operate in production and sourcing, distribution of brands in pharmacy, sports industry and Colourwear as a lifestyle, ski and board brand. The management team has different backgrounds from brands, production, sourcing and finance.

How is the brand being positioned going forward?
Colourwear has got an updated brand guideline on strengths behind the DNA of the brand. The brand is rooted in the board culture and lifestyle around in and will still be, we call this updated manifesto for Crew driven and it has a young and vibrant tone of voice and don’t take everything too serious. We really want to inspire people to hang out with a bunch of friends and do things you enjoy. We have tried to set these types of feelings and energies as a guide for the brand with great vibes. From a distribution point of view we are adding more partners in Europe and adding local retailers for coming seasons. We also continue to strengthen the collection for coming seasons with three directions, women, unisex and men and for FW24 we also bring back the youth collection to Colourwear.

Even if F/W is the strongest season, we see more and more interest for our spring/summer collection, so for S/S24 we continue to inspire the wider board culture. We will continue to collaborate with the surf travel company, Lapoint.

Colourwear is HQ’d in Sweden, are your products sourced and made locally?
Colourwear’s HQ is located in Gothenburg, Sweden, the same city it was founded in 2010. We design and develop all products with our local team in our head office and source and produce the garments in Asia.

What are Colourwear’s most popular product categories/ best sellers?
Colourwear are born and rooted in the winter season and still products for skiing and snowboarding are the most popular categories. Our best sellers come from anoraks and bibs like the Cake jacket for her and Trabajo Bib pants for him. But when the season starts to turn warmer, we’re seeing more and more people like to ride in a Bowl hood.

How is Colourwear distributed across Europe?
We operate today with partners in almost all countries in Europe and deliver products to consumers to all countries from our ecomm site in Europe. You will find Colourwear products both for spring/summer and fall/winter in both regular sports retail, various of e-tailers, specialist shops and ski resorts.