1988 – 1999:

From Bushmade Skateboards to Sweet Protection

Stronger,​ lighter, better. The Sweet mantra can be traced back to a school paper from 1988, made by one of the founders and head of design and development, Ståle N. Møller. A pioneering and visionary industrial designer on a relentless mission to let action sport enthusiasts benefit from the properties of high tech materials and manufacturing methods.



Ståle´s mission was fueled by ideas and inspiration drawn from California's unique board cultures. This fusion meant that outstanding functionality and performance in itself was not enough. The distinctive design and attitude should be reflected in the product, by its essential role in the creation of each concept.

Some years down the road, and the scribbles on a paper have become the core of a unique brand identity, and in the process the mantra has evolved into a purified sentence:

We create superior protection inspiring people to push their boundaries.

Bushmade Skateboards

Skateboarding was prohibited in Norway until 1989, as the only country in the world. Judged too dangerous by the government, the fuse was lit. When the skate movie “Thrasin'” came to the Norwegian mountain town Trysil in 1986, four wheels on a board got a kick-start. The boys didn’t´ care about the authorities, they wanted to skate. Growing up in a small town in the deep forests of eastern Norway, these kids were clueless of how the banned sport of skateboarding was developing in other parts of Norway. Pre-Internet and before cellphones, the crew got more cultural input from California than Oslo through a priest frequently travelling to the nearby Swedish border.
 

Transworld Skateboarding and Thrasher Magazine were smuggled in to Trysil with cultural vibes from the West Coast of the US. In surf style, the local shredders were supplied with handmade boards made of fine Norwegian wood out of the garage of Ståle´s parents. A typical “cause and effect” for creative and energetic minds. Ståle´s first brand was born, and the name, Bushmade Skateboards, was characterized by the precautions surrounding their illegal skating scene. Together they had built a 7-meter-high vert ramp hidden in the woods, and this was where it all went down until the prohibition law was repealed and a better ramp was built in the center of town.

With the crew skating, kayaking, snowboarding and skiing, Ståle was always busy improving and creating clothing and equipment for the boys, even making his own snowboard. And with abilities and interests like this, obviously the world needed to be explored. In the mid 90s, they made the clothes and backpacks they wanted and needed for the expeditions themselves. Off course, built to stand the harsh conditions on the biggest mountains.

Freestyle kayaking

In 1997, freestyle kayaking was gaining ground. The existing kayaks were crap, and Ståle made a kayak revolution by developing a Kevlar wonder for his friend and top kayaker; Erik Martinsen. This was the first spark of the Sweet brand emerging, with a plan of starting a kayak company called “SNM (Ståle Norman Møller) Playboats”.



It kind of vanished in the haze, with Ståle still in design school. Instead he made another head turner, a carbon fiber helmet Erik could use in the freestyle kayaking world championships. The kayak equipment of those days was kind of ‘soviet agricultural chic', and Ståle's innovative approach and fresh design was breathtaking. Everybody wanted it, and soon the garage production from the early “Bushmade Skateboards” days was keeping family and neighbors awake at night again.

2000 – 2005:

A flying start

Terje Håkonsen

The company was founded in 2000, and one of the first moves was to approach another uncompromising Norwegian; snowboard legend Terje Håkonsen. He saw the potential in the helmet prototype that was presented and joined the team. With Terje onboard, Sweet Protection made the move from the local garage to the international scene. The close collaboration with Terje, in developing products, made Sweet realize the importance of team riders´ input. Today no Sweet Protection products leave Trysil without the influence of the team.

2006 – 2015:

The next award-winning step

Crusader Flightsuit

Until 2005 all helmet production was manufactured in Trysil, Norway. Due to capacity issues Sweet Protection moved the production to Italy, a necessary move to continue to grow. The technical clothing line continued to evolve and, in a period where all freeriders “needed” a one piece suit; Sweet Protection introduced the most technical version ever made with the Crusader Flightsuit in 2006. Inspired by the Formula 1 race cars a new category within protection was entered with the first version of the Grinder back protector in 2007.

Aksel Lund Svindal

Sweet takes racing seriously and in 2012 Sweet Protection teams up with Aksel Lund Svindal who give the hand-crafted Rooster Corsa its debut in the alpine World Cup in Sölden, Austria on October 27 the same year. The helmet, made from pre-preg carbon and thermoplastic fibers, was baked in an autoclave, the same technique used to make Formula 1 race cars.

The future is bright and the motivation to make the best protection in the world is as strong as ever.

In 2020 we are celebrating 20 years and we will continue to work hard so that you can continue to push your boundaries.

Discover Sweet

Stronger. Lighter. Better.

Check out our latest articles
Our story

24.05.29

Environmental and Social Practices

Read more

Our story

24.05.28

Mission

The Sweet Protection Mission is to: Create superior protection inspiring people to push their boundaries. Sweet Protection blends industry-leading innovation with the finest craftsmanship available to create the safest and most advanced helmets, eyewear, protective gear and apparel.

Read more

Check out our latest articles