tenson news and archive

From parka to hardshell: which outdoor jacket suits which situation?

Silhouettes and jacket types One of the most well-known silhouettes is the parka, a longer style that covers the hips and upper thighs. Thanks to its length, this type of jacket offers extra warmth and protection against harsh wind and rain, making it a favourite in cold urban environments. Additionally, there is the hardshell, which is...

Fashion Partner Content

Technical outdoor jackets: waterproof, windproof and breathability explained

Modern technical outdoor jackets combine waterproof and windproof qualities with breathability, thanks to advanced materials and constructions. The key properties, from fully waterproof to water-repellent, windproof and breathable, are explained below, as well as the technologies that enable this performance, because does anyone really know the...

Member

Business

New Wave Group acquires Swedish outdoor brand Tenson

New Wave Group has acquired 100 percent of the shares of Swedish outdoor and lifestyle brand Tenson. Founded in Varberg in 1951, Tenson has been undergoing a restructuring and repositioning process over the past four years, encompassing its brand, product, marketing, sales, and channel strategies. New Wave Group, also a Swedish business, said...

Fashion

Tenson chooses Wellcreative for re-positioning

The Swedisch Outdoor and leisure apparel brand Tenson, has selected Amsterdam based Wellcreative to re-position the brand in Europe. Tenson was founded in 1951 in the Swedisch village Varberg and has become an important outdoor and leisure apparel brand in many countries in Western Europe. The need for the current re-positioning is to avoid...