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Swedish brand Craft of Scandinavia is a producer of functional sports apparel. The company is based in Borås, an old and traditional textile industry town in the South of Sweden. The initial concept of its founder Anders Bengtsson was to develop underwear that propels moisture away from the skin during physical activity. Craft started with technical base layers and soon developed the three-layer principle with a second layer of insulation and moisture transportation as well as an outer shell for protection. Today, the company offers gear for many sports, it specializes in layer three for running, triathlon, bike and cross-country skiing.
History
editIn 1973, Swede Anders Bengtsson started developing a base layer material that transports moisture (sweat) away from the skin. Bengtsson tested his designs by weighing his gear after exercise sessions. He used polyester fibers, which only absorb a minimum amount of moisture, and worked them into a weaving construction. The resulting capillary action further promotes moisture expulsion transporting sweat from the skin to the outer surface of the garment where it quickly evaporates. The brand Craft of Sweden was officially founded in 1977. In addition to technical baselayers, the company soon started producing second layer garments (focused on fleece material) and outerwear.
Company takeovers
editNew Wave Group acquired the brand in 1996.
Sponsorships
editCraft is the official supplier and sponsor of numerous association football teams, players and associations, including:
Associations
editBasket
editNational teams
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Finland (since August 2023)
Club teams
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Alliance Sport Alsace- Limoges CSP (2020-)
Södertälie BBK- Uppsala Basket
- Luleå BBK (women)
- BC Luleå (men)
- Östersund Basket (women)
- Mark Basket (women)
- Sjuhärads Basket (women)
- Borås Basket (men)
Curling
editNational teams
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Norway
Switzerland
Football
editClub teams
editEurope
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Gymnastics
editNational teams
edit- Sweden (since september 2020)
Handball
editNational teams
edit- Sweden (since July 2019)
Club teams
edit- Men
- Bordeaux Bruges Lormont Handball (since 2022 - 2023 season)
- Dunkerque Handball Grand Littoral
- Fenix Toulouse Handball
- Limoges Hand 87
- Massy Essonne Handball
- Saint-Raphaël Var Handball
- Strasbourg Eurométropole Handball
SC DHfK Leipzig Handball (since September 2020)- AMO HK
- Hammarby IF HF
- Women
Odense Håndbold (since July 2019)- Brest Bretagne Handball (since 2020)
- Mérignac Handball
- Atlantique Nantes (since 2020 – 2021 season)
Ski
editBiathlon
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Swimming
editNational teams
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Faroe Islands (since January 2020)- Sweden (since September 2021)
- Denmark
Volleyball
editNational teams
editClub teams
edit- Volley Mulhouse Alsace (Asptt Mulhouse) (Women) (since August 2021 until 2025)
- M.O.Mougins Volleyball (Women) (since August 2021)
- DSC Volleyball Damen (Women) (since July 2019)
- EVS (Women)
- Lunds VK
- Sollentuna VK
- BIWI VFM (Woman)
- Lausanne UC
- TSV Jona Volleyball
Floorball
editNational teams
editClub teams
edit- FBC Kalmarsund
- Karlstad Innebandy
- Zug United
Track and field
editNational teams
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Other sports
editThe Craft athlete team includes several national teams, among them the Swedish National XC-Team, as well as individual athletes such as Marit Björgen, Charlotte Kalla, Rene Poulsen, and Kaisa Mäkäräinen
Craft also supplies specific apparel to the Orica-BikeExchange professional cycling team.
Sponsored Events: Vasaloppet, Tour de Ski (Presenting Sponsor), Bike Trans Germany (Title Sponsor), Vätternrundan, Tjejmilen, and Stockholm Halvmarathon.
Critics
editCraft is sometimes criticized for having its clothes produced in low-wage countries. This is where the production of fabrics and clothing takes place.