With quality brands we bring exciting and inspiring experiences to European consumers in the field of Sport, Outdoor and Lifestyle. Unlimited

In the mid 1940, a happy-go-lucky kid by the name of Paul Rydholm stood behind the counter of his fathers men s outfitters in the little coastal town of Varberg and wondered. Why, in the name of goodness, couldnot you get good hats for cycling? The urge to find the answer to this was overwhelming. Pretty soon the Kent cycling hat came to life on Paul&rsquos drawing board and cycle manufacturer Monark was a big customer. It wasn&rsquot long before this plucky kid had designed trousers with innovative pockets, cut for a more enjoyable outdoor life but still made for ordinary folks. Just like Paul himself. In 1951, Paul took the big step of starting his own business under the name Tenson. Paul described his intended &rsquoNature Man&rsquo like this: &rdquoTenson-Man &ndash skis, hunts and fishes, wanders in the forest with his pipe in his mouth. Smells good, little kid, a little tuna fish, a little gunpowder. Cannot live without his jacket. Sleeps in it if he can. One of those half-tall things with a thousand pockets to keep stuff in. That&rsquos what Tenson-Man likes, the guy with a pure heart and gunpowder in his moustache. The kind of guy every girl wants to roll meatballs and fold the bedclothes for.&rdquo This way of thinking was in line with the slogan Paul created for Tenson &ndash &rdquoA way of living&rdquo. Why? Well, because Paul realised that a Tenson customer wasnrsquot just buying a jacket &ndash they were buying a successful experience. Paul Rydholm is no longer with us, but here at Tenson, we stick by his philosophy to create garments for ordinary people who like to have it good outdoors. Clothes with functionality and feeling, clothes with smart solutions and comfortable cuts. The Tenson heart continues to beat for Paul and all our customers who just like us, are people who enjoy living an active and prosperous life.