Brand Profile : Sweet Protection Helmets

Pushing the limits since childhood, the Sweet founders never accepted the second best. So, they made their own protection products.

The Sweet Story…

Stronger, lighter, better. The Sweet mantra can be traced back to a school paper from 1988, made by one of the founders and design manager, Ståle Møller. With a group of friends, Ståle had already spent two years on making the best skateboards in his hometown of Trysil. Skateboarding was prohibited in Norway until 1989 – the only country in the world where the government judged it too dangerous.

The local boys from Trysil did not care about the government. They wanted to skate. Ages before Internet and long before cell phones, this crew had more cultural input from California than Oslo.

In 1997, freestyle kayaking was taking off. As the local river was closer than the dream of pacific surf, freestyle kayaking became rapidly popular in Trysil. All of a sudden you could make surf moves in the local river! This inspired the creation of the Sweet brand. Still in design school, Ståle made a carbon fiber helmet that could be used in the freestyle kayak world championships. The kayak equipment in those days was kind of ‘soviet agricultural chic’, and Ståle’s fresh design was breathtaking. Everybody wanted it, and soon the garage production from the early Bushmade days was keeping family and neighbours awake at night again.

In 1999 a friend of Ståle’s suggested over a beer the idea of starting up a new company: Sweet North. Integrating their uncompromising demand for quality and functionality into innovative products. Growing up with action activities in mountains, rivers and ramps, they had learned how to protect themselves from the elements. Having a Sweet day, but staying safe. From the challenging environments of kayaking, they had learned to help each other out of dangerous situations. Bringing these values and insights into snowboarding and skiing made sense, right? Yes, Ståle said, but let’s drop North. Let’s just call it Sweet.

In 2003 Sweet made their first ISPO appearance and immediately won the Brand New Award for best newcomer. The years passed by, but the dream is coming true for the friends from Trysil. The inspiration from the California skateboard and surfing culture is still there, but now it is a way of life too. Cultivating childhood activities as you grow older is a privilege that the Sweet founders enjoy. Spending time on the mountains and in the waves makes both life and products better.

The range of Sweet helmets are worn by a number of ski and snowboard stars, including Norwegian snowboard legend Terje Hakonsen – look out for his signature Sweet Trooper (available late 2010). Sweet know that their team riders will never accept second best. Once again, they will be hitting first descents in AK, they will be hitting gnarly street rails and challenging lines at the Verbier Extreme. For the Sweet team riders, it’s crucial to believe in both their skills and their equipment.

New Winter season stock for snowboarding and ski helmets will be hitting down mid October, but we have a little sneak preview for you all below…

Stronger, lighter, better…