Avgörande: Finding Purpose in Meaningless Exploration

Avgörande (Swedish) translates to “crucial” and a “deciding moment.” The company is driven by the personal application of emotion to activities that have little to no purpose, with influences of extreme sports, exploration and freedom creating the brand slogan “Finding purpose in meaningless exploration”. Those who explore extreme terrains are putting their life at risk for unexplained reasoning. Avgörande aims to personify the environment; mountains, tents, topography and specific details such as climbing rock holds. The brand’s identity is also about personal expression, so implemented into fabrication is music visualisation and personal photography. In the 21st century it is no longer a choice to be environmentally conscious, it is now imperative that action is taken. Avgörande focuses on the importance of owning small amounts of garments that are multi-functional, long lasting. Buy once, use constantly.