The Icepeak brand of the Luhta Sportswear Company is one of the internationally most successful sports clothing labels from Finland. Now Icepeak represents its home country also at the Olympics. The Olympic collection launched on November 1st is the handwriting of the company’s own designers, and it covers all official country uniforms and outfits for free-time, training and warm-up, excluding only performance wear.
The best-known Finnish elements, such as pure nature, Lappish mysticism and the four seasons have inspired the collection that includes hints of e.g. the northern lights and the silver-grey surface of kelo wood. Kelo refers to centuries-old dry pine trees that can be found standing in Lapland. Colours and patterns form bold combinations, and elements drawing on the Finnish heritage have been translated into contemporary international design language. The blue and white colour world is still present in individual products. In addition to the modern Finnish identity and the global appeal, the central element of the collection is functionality.
”The strength of our collection lies in the fact that the products are internationally unique. The elements that inspired the collection are truly Finnish concepts that others don’t have. The athletes spend up to three weeks at the competition site in varying conditions. The temperature difference between two Olympic Villages can measure up to 20 degrees. The clothes need to be easily adaptable to different weather conditions,” notes Panu Suominen, Brand Director of Icepeak.
The co-operation of Luhta Sportswear Company and the Olympic Committee covers three Olympic Games: PyeongChang 2018, Tokyo 2020 and Beijing 2022. For Luhta Sportswear Company, this means diverse added value both in the home country and abroad. The visibility brought along by the Olympics provides an excellent business opportunity for growth, especially in the Asian markets.
“China is one of the substantial growth investment areas of the company. Icepeak has been active in the retail business in China for over five years already, and we are getting ready for the 2022 Beijing Olympics by multiplying the current number of shops e.g. in Beijing, Harbin, Wuhan and Shanghai,” says Juha Luhtanen, Director of the Sports Division, Luhta Sportswear Company.
Find out more about the story behind the collection: