The company specializes in producing high-quality winter equipment for avid skiers and outdoor enthusiasts who value performance, durability, and aesthetics.

The design concept was inspired by the costumes of Shaman’s in Lapland, which traditionally featured a headpiece or hood decorated with reindeer horns. The design team saw this as a unique and fitting symbol for the brand's identity, as it reflected the company's roots in the Arctic Circle and its focus on Nordic skiing.