The Weekly - May 12, 2020 - 24

Backstory

Jørgen Amundsen (left)
and Erik Friis stand atop
Amundsen Peak in Antarctica in 2011, 100 years
after Roald Amundsen
became the first to reach
the South Pole.

Friluftsliv

A DESCENDENT OF ROALD AMUNDSEN, THE FAMED FIRST EXPLORER TO

reach the South Pole, Jørgen Amundsen founded the brand that carries his
family's name in Oslo, Norway, in 2011, along with modern-day explorer
Erik Friis. With a team of 10 employees, Amundsen Sports has a mission
to make the type of gear Roald would approve of: tough, sustainable, highperforming apparel that strives to simplify all the trappings of outdoorwear. Jørgen has also drawn on centuries of Scandinavian no-nonsense
determination for some advice for a world stricken with COVID-19 and the
economic fallout of the crisis. The Norwegians call it friluftsliv.
The direct translation of friluftsliv is "free-air-life." Roughly, it's that sense
we all feel when we live our outdoor lives, as opposed to those of work and

24 THE WEEKLY / OUTDOOR RETAILER SUMMER 2020

modern society. It's that place we go so we can get through our mundane
lives. It's what we need to survive this crisis (as long as we do it responsibly).
"What many find hard to believe is that there is no direct English
translation for the word friluftsliv," says Jørgen. "The closest we get is
'outdoors,' and that, in many ways, justifies it. The whole purpose of
friluftsliv is found outdoors. The activity in which you perform friluftsliv
is irrelevant. Friluftsliv is the sense of freedom that the great outdoors
triggers, and which enables you to build perspective, understanding,
and motivation. There are no prices, no rankings-nor are there guidelines. You are free to define friluftsliv for yourself, and it can be found in
close proximity to your home." -Doug Schnitzspahn

CO U R T E SY A M U N D S E N S P O R T S

Want to get back to normal? The Norwegians have a word for the cure we all need.


https://amundsensports.com/

The Weekly - May 12, 2020

Table of Contents for the Digital Edition of The Weekly - May 12, 2020

Contents
The Weekly - May 12, 2020 - Cover1
The Weekly - May 12, 2020 - Cover2
The Weekly - May 12, 2020 - Contents
The Weekly - May 12, 2020 - 4
The Weekly - May 12, 2020 - 5
The Weekly - May 12, 2020 - 6
The Weekly - May 12, 2020 - 7
The Weekly - May 12, 2020 - 8
The Weekly - May 12, 2020 - 9
The Weekly - May 12, 2020 - 10
The Weekly - May 12, 2020 - 11
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The Weekly - May 12, 2020 - 13
The Weekly - May 12, 2020 - 14
The Weekly - May 12, 2020 - 15
The Weekly - May 12, 2020 - 16
The Weekly - May 12, 2020 - 17
The Weekly - May 12, 2020 - 18
The Weekly - May 12, 2020 - 19
The Weekly - May 12, 2020 - 20
The Weekly - May 12, 2020 - 21
The Weekly - May 12, 2020 - 22
The Weekly - May 12, 2020 - 23
The Weekly - May 12, 2020 - 24
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