How an Olympic champion made sportswear colourful
6.12.2023
Translation: Katherine Martin
Gone are the days when functional sports and outdoor clothing came almost exclusively in dark colours and men’s sizes. This year’s ISPO, the international sports expo in Munich, showcased a number of brands catering specifically to female adventurers and skiers. Among them was Kari Traa.
Three-time, Norwegian Olympic medallist Kari Traa was on a mission to make skiing more colourful. She started out knitting brightly coloured hats to wear during her ski competitions. Soon after, the freestyle racer decided to create her own brand. Keen for the clothing to be contemporary, colourful and feminine, she also wanted the brand to reflect her Norwegian roots. At the family farm in the small town of Voss, Kari found the inspiration for her first collection: a tapestry with a Norwegian pattern. Since 2002, she’s been putting new spins on the design and incorporating them into her sportswear. Today, variations of the pattern adorn long-sleeved tops, leggings and sweaters for skiing, trail running and hiking. Reps from Kari Traa headed to this year’s ISPO to showcase them.
Source: Kari Traa
Natural fibres for female adventurers and athletes
However, it’d be a mistake to reduce colourful, women’s sportswear to its appearance alone. When it comes down to it, these tops, leggings, jackets and trousers have to provide the right amount of insulation and moisture management in extreme conditions. The garments aren’t mere fashion accessories – they’re functional pieces of kit, designed for use by both ski racers and recreational sports enthusiasts in harsh conditions.
Some of the clothing is made of wool, while some is made of a blend of wool and Tencel, a wood-based textile fibre characterised by its insulating properties, silky surface and composition that keeps odours at bay. In places where women sweat particularly heavily, such as under the breasts, some long-sleeved tops have moisture-absorbing fibres that look as if they’re part of the pattern.
«We really live our motto 'for her by her',» says Georgina Kirby, General Manager at Kari Traa. Part of the Norwegian sports brand portfolio Active Brands, Kari Traa is staffed by 22 athletic women, all of whom are skiers, runners or climbers. After a draining stint at the ISPO sports expo, some of them went for an early-morning jog in sub-zero temperatures in the sleet. Suffice to say, they know what they’re talking about when it comes to winter sports clothing.
Source: Siri Schubert
The brand’s returning to its roots with vibrant colors
In recent years, the Kari Traa brand has drifted away from its colourful roots, selling products in muted shades such as dark blue and olive green. The move didn’t go down very well with customers. «We’ve now gone back to cheerful, vibrant designs,» says Georgina. One message she’s keen to send is that women have a place in sports and outdoor adventures and can express themselves in as colourful and feminine a way as they want. And they can deliver top performances while they’re at it. The prime example? Kari Traa herself, who became world champion in the moguls event four times and won Olympic gold and silver.
More than just a fashion statement: clothing tailored to the needs and anatomy of women
It’s nice to see a brand at an international sports expo that’s feminine, but doesn’t focus purely on being fashionable. Instead, it aims to be functional for female athletes who need more from their clothing. I’ll soon be testing how well Kari Traa’s winter base layers fare in real life. One thing I can already say for sure is that I like the brand’s slogan: «Unapologetically feminine».
Header image: Kari Traa
Siri Schubert
Senior Editor
Siri.Schubert@digitecgalaxus.chResearch diver, outdoor guide and SUP instructor – I love being in, on and around water. Lakes, rivers and the ocean are my playgrounds. For a change of perspective, I look at the world from above while trail running or flying drones.
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