Odlo online shopping search

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Odlo has revamped its website, odlo.com, in three languages, with...

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The Review | ODLO EVOLUTION WARM Baselayer Test

The brand that invented base layering turns 80

In February 1964, Norway’s Olympic speed skating and cross country teams arrived in Innsbruck wearing a suit most rivals had never seen. It was warm, it stretched, and it was produced in small runs by a company that, at the time, had no formal arrangement with athletes or federations. Modern sports sponsorship had not yet taken shape; the teams chose the product on its merits and obtained it on their own.

That detail sits at the center of the story Odlo International AG is now telling about itself. This month, marking its 80th anniversary, the Switzerland based performance apparel company launched a campaign titled ”Eighty Years Strong,” a dedicated editorial series tracing the brand’s claimed firsts from its 1946 founding in Norway to its current position in base layers and outdoor apparel.

What makes the campaign more than a standard heritage exercise is the specificity of the history it draws on. The Helanca synthetic…