In 1911, Roald Amundsen, explorer of the South Pole, set out to Norway to civilize the area. He was the first person to sail through the Northwest Passage, a large stretch of ocean that goes from the Atlantic Ocean to the Pacific Ocean. He also was the first person to explore the South Pole. Using ships to sail and dogs to pull sleds through the harsh winter storms, Amundsen stamped Norway’s legacy by planting a Norwegian flag into the South Pole.

It was not long until Roald Amundsen’s great-great-grandson, who had grown up hearing the stories of the cold and blistering travel of his ancestor, decided to invent a brand dedicated to high-quality outdoor clothing. In 2010, Amundsen, the multi million dollar brand, spread from Norway to the United States.

The first Amundsen store in America was developed just last year in November 2021 on Pearl Street in Downtown Boulder. The store can be seen decorated with Norwegian photographs, including those of Roald Amundsen, as the brand celebrates their replication of clothing that followed Roald Amundsen’s high set of standards for outdoor wear.

Amundsen prioritizes quality, and all of its products reflect a highly functional European approach to retail; wool, wax cotton, and corduroy constitute most of the fabrics used in the brand’s clothing.

“We mainly use wool and wax cotton as a performance fabric,” Alex Beal, manager of Amundsen in Boulder, said. “A big part of our brand is trying to find the highest highest quality, whether that is corduroy or wool. Having it all sourced and produced in Europe is a big foundation of our brand.”

Because of its high-quality materials that represent excellent temperature regulation, the brand mainly targets an audience of people who love the outdoors, such as skiers or hikers.

“In the summer line, our best selling item was the shorts, which are made of wax cotton and reflect old mountaineering,” Beal said. “In the winter line, we are predicting that our peak anorak, a ski jacket pullover style, will be most successful.”

The brand even offers complimentary free waffles on Sunday for any guests that walk into the store. Norwegian jams and spreads are offered, along with flower-shaped waffles that are freshly made in front of the guest.

“In Norway, during cross-country skiing tours, there are little waffle huts that you can stop at and get a warm waffle and a cup of coffee,” Beal said. “We want our customers to feel this experience of warmth and comfort when they come to check out the store.”

In addition to making their guests feel warm and at home, Amundsen also emphasizes an overarching philosophy called “Friluftsliv.”

“Friluftsliv translates to the concept of free air life, which is a feeling in nature. Regardless of the activity, you are outside in nature and feel alive and free, which is the way we hope to inspire people to approach the outdoors,” Beal said. “What matters is that you get that feeling of being in nature and being able to decompress and connect.”

Amundsen highly values the relationship between people and nature, and it is part of their goals to bring people to nature by manufacturing quality outdoors clothing. Through “Friluftsliv,” Norwegian culture places emphasis on happiness and outdoor life.

The newest release at Amundsen includes a down jacket made of big wax cotton, designed as the same jacket that Roald Amundsen once wore to the South Pole.

“This piece is a replica piece,” Beal said. “Looking back in history, we’re inspired to build a piece that you would take out backcountry skiing, but a very cool, retro piece.”

Those who are interested in checking out the store can find it next to Lula Faye Fiber on Pearl Street and 17th Street in Downtown Boulder.