To skateboard in Norway between 1978 and 1989 would risk arrest. In the midst of this countrywide ban on the sport, a trailblazing brand emerged. Once the law was revoked a year later, Sweet Protection were well on their way to leaving a mark that will remain imprinted on boardsports forever.
Sweet Protection
To skateboard in Norway between 1978 and 1989 would risk arrest. In the midst of this countrywide ban on the sport, a trailblazing brand emerged. Once the law was revoked a year later, Sweet Protection were well on their way to leaving a mark that will remain imprinted on boardsports forever. Sweet Protection inspires sports enthusiasts to push their boundaries whilst feeling the benefit of the high-tech performance and protection found in their array of goggles, helmets and apparel.
Its founder Ståle N. Møller began his creative journey by drawing heavy inspiration from California. Skateboarding movies such as 'Thrasin' and the magazine 'Thrasher' made their way to his small mountain village and displayed the West Coast board culture to Møller and his friends that would inspire them so heavily.
In one of Norway's many deep forests, Ståle built his own 7-metre ramp and began creating 'Bushmade Skateboards' in his parent's garage, sourcing materials from local woods to do so. Some of these materials he distributed to other enthusiasts and the rest he used himself to design his own kayaks, snowboards and clothing.
Armed with products constructed with an innovative and energetic mind that would withstand harsh mountainous conditions and prioritise safety, Ståle's brand grew and grew. Helmets were later added to the inventory and Ståle was joined by Terje Håkonsen after he saw the first prototype's potential.
Just 3 years after being founded, Sweet Protection won best newcomer at ISPO and has gone on to win many more awards. Sweet Protection moved production to Italy from where they continue to integrate new and exciting technologies.