Functional Garments may be a no no among the most fanatical fashion people, but it  is not really on the catwalk  that the Swedish clothing brand Peak Performance comes into its own. Peak Performance makes clothes to withstand the weather rather than critical glances in the city.

Peak Performance is primarily clothing for the mountains and the golf course, even if other outdoor activities in recent years are also being catered for by the brand. Peak Performance was founded in Åre, North Sweden in 1986 by Stefan Engström (now CEO of J. Lindeberg) and Peter Blom. The logo for the brand is a large P and one criticism For Him have of the collections is that this is not a brand for those people who don’t want to act as an advertiser for the clothes. It seems a bit un-Swedish in our eyes to have the logo so prominent.

Peak Performance is nevertheless a successful business, which in 2009 has 77 own stores (including franchises), 1 800 dealers and sales in over 20 countries. With stores in several alp resorts, “peak” has positioned itself as a serious ski manufacturer, with sponsorship deals for some of the leading ski and board athletes.

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