Winter 2022 - Solden - Final
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we turned 50 this year !
Celebrating 50 years of Action Wear.
Back in 1976, we started by importing plain sportswear sweaters from the USA. Soft, comfortable and made to move. With iconic names like Fruit of the Loom and Velva Sheen.
Then we made them ours. Using large manual presses, we pressed our own artworks onto each sweater. A bold move at the time, driven by creativity, family spirit and a love for action ready clothing. Founder Patricia VandeMoortele still remembers it nostalgically, as if it were yesterday. The smell of cotton, the sound of the presses, and sweaters slowly turning into something personal.
Curious to see how it all evolved? Discover our timeline and explore our journey, from the very beginning to a bright future ahead.