Try some unridden!

Nordic cold water mentality - and the rediscovery of the unridden ways.

To be unridden is to trust and live by your intuition - to be super adaptive, playful, curious and open to the new. To 'be here now'.

Unridden is going somewhere that is new to you - or maybe new to all.

Rediscovery of the unridden.

We are all born completely unridden - but as we grow up we unintentionally forget it more and more, until ...

So our philosophy is simply to rediscover the unridden ways. Think unridden - be unridden - go unridden!

#WhatIsYourUnridden?
Unridden is going out when others stay in.

Unridden is seeing new opportunities.

Unridden is chasing new ideas. No matter how crazy they may seem.		Click to see full video ICE EDGE from Weggefilms here.

Unridden is finding something that's your own ...

... and sharing it with friends.

Unridden is unpredictable and untamed.

Unridden is preparing yourself ...

... for an unridden ride ...

... and then being rewarded so much more!

... or not so much!


Unridden to-the-bone		Hero quotes: “Surfers aren’t the black sheep of humanity, but the futurists and they are leading the way to where man ultimately wants to be. The act of the ride is the epitome of ‘be here now’, and the tube ride is the most acute form of that. Which is: your future is right ahead of you, the past is exploding behind you, your wake is disappearing, your footprints are washed from the sand. It’s a non-productive, non-depletive act that’s done purely for the value of the dance itself. And that is the destiny of man” - Timothy Leary, 1975

		"We are dealing with the best-educated generation in history... The problem is that no one is giving them anything fresh. They've got a brain dressed up with nowhere to go." - Timothy Leary

		"It was never about money - for us it was about us against the system. That system that kills the human spirit. We stand for something to those dead souls inching along the freeways in their metal coffins. We show them that the human spirit is still alive" - Bodhi, Point Break, 1991

Our Nordic cold water mentality

We are from the North and we know the cold. Surrounded by endless Nordic coastlines, we live by the winds, the weather and the currents that carries cold water to us.

We grew up in the cold. It molded us. It made us who we are.

We are cold water made.

We respect the oceans, we know their value and protect them with those who share our passion for the cold. We go to the ocean together or alone, to let the cold wash away time, worries and heartbreak - we go to the cold to start over.

We know the natural resistance to cold water. It is the urge to overcome it and the sensational rush afterwards —it releases adrenaline and makes our blood flow and heart beat faster.

Surfing, swimming or just a splash in the face in the morning, cold water has physical effects on us.

Here in the North it's different. No tropical waters and flip flops, so instead of just hanging loose, we need to:

HANG TIGHT®