Craft

The Specialist in Technical Sportswear

In the early 1970s, Swedish innovator Anders Bengtson set out to develop a new kind of sports underwear. He recognized that overcooling or overheating caused by sweat directly affects an athlete’s performance, so he needed a material that could wick moisture to the outside quickly and let it evaporate.

Bengtson had his breakthrough in 1973, going on to develop additional moisture-absorbing and insulating layers. The resulting three-layer principle became the foundation of modern functional clothing – and of the brand itself. Originally known as CRAFT of Sweden, the company is still headquartered in Borås, in central Sweden, today. CRAFT now covers virtually every sport that demands stamina and conditioning, along with clothing built to keep up.

Pioneer of Base Layers

CRAFT’s mission is to create sportswear that helps athletes maximize their performance, and the brand has built its reputation above all in base layers. Its functional fabrics, knitted with an innovative structure, are engineered for every intensity level and temperature, delivering outstanding body temperature regulation.

At the same time, they guarantee maximum wearing comfort. As the first layer of any sports outfit, base layers work best paired with additional breathable, moisture-regulating layers on top – a principle that underpins every CRAFT collection.

Innovation Through Athlete Collaboration

To keep pushing forward, CRAFT collaborates with renowned research labs and works directly with athletes, developing innovative materials that are then woven into existing collections. Partnerships with leading, exclusive material producers are equally essential, ensuring CRAFT always has access to the best functional fabrics, such as Gore-Tex®, Coldblack®, Ventair® and Coolmax®. 

CRAFT is also official outfitter to national cross-country skiing and biathlon teams, including Norway’s biathlon and cross-country squad.

A Sports Company with Responsibility

Besides striving to produce the best possible functional clothing for athletes, CRAFT bases its corporate governance on clearly defined standards: as a member of amfori BSCI (Business Social Compliance Initiative), the brand requires every supplier to undergo independent audits and on-site inspections. CRAFT has also developed concrete climate roadmaps together with its five largest fabric suppliers and ten largest garment manufacturers.

As part of its own sustainability initiative Craft Circle, CRAFT has been increasingly using recycled polyester made from PET bottles instead of virgin material since 2016. By 2027, all products are meant to be made from preferred, more sustainable materials and production methods.

By 2030, the brand also aims to cut its CO2 emissions by 50% and offer 20% of all products through circular business models such as rental, resale or reuse.

(Photos: CRAFT)