Sailing and mountain specialist Helly Hansen looks to strengthen its position in urbanwear

After winning over mountain and sailing professionals and enthusiasts, the historic Norwegian brand Helly Hansen– approaching its 150th anniversary and acquired in 2025 by the American group Kontoor Brands– is looking to strengthen its position in the urbanwear segment. And to achieve this goal, the Italian market plays an important role, as Italy country manager Michele Battocchio explains to FashionNetwork.com.

“We develop garments for those who have to face the cold of Greenland; we are leaders in sailing, so why not offer this expertise to those who also want to wear a technical, high-performance garment in an urban setting?” the manager says. “We are at Pitti Uomo for the second season precisely because we want to strengthen our urban and sportswear line, which already exists but has significant growth potential.”

In 2025, Helly Hansen posted global revenue of approximately €750 million; Europe is the main market, with Italy accounting for around 4% of sales. “We aim to exceed €1 billion in revenue within five years. At present, the markets where we are investing most are North America, the home territory of the new parent company, and the Far East, particularly China, where within a couple of years we have expanded into around a hundred stores with a local partner,” the manager adds. “Italy is important not so much in terms of revenue as in terms of image; it is one of the countries with the highest levels of tourism, so it is essential to have selective distribution and a premium brand perception.”

In Italy, Helly Hansen currently operates a single-brand store in Courmayeur and is stocked in around 250 multi-brand retailers, roughly thirty of which feature shop-in-shop concepts, mainly within prestigious seaside and mountain resorts.

“We generate 80% of our business through wholesale, and we want to continue to strengthen this channel through dedicated branded spaces,” Battocchio concludes. “Our long-term plans, over the next five years, also include opening further single-brand stores.”

Returning to professional products, Helly Hansen used the platform of Pitti Uomo 109 to present its new Arctic Patrol Down parka, developed with input from glaciologists and researchers from The Greenland Project, who provided insights into the conditions they face living and working in polar climates on a daily basis.

Specifically, the new parka has been designed to feel light on the shoulders, keep you warm even on the coldest days, and withstand hostile environments. The insulation is Allied’s HyperDRY, a special water-resistant down known for having the best weight-to-warmth ratio. For additional protection against the cold, the parka features a faux-fur trim on the hood, ideal in particularly snowy and windy conditions, which can be removed when not needed.

Every feature of the product has been designed with the feedback and needs of Arctic scientists in mind: the pockets and side zips are strategically positioned to be compatible with the use of a safety harness while wearing the parka; large pull tabs on the pockets allow them to be opened even when wearing gloves; and the outer fabric is reinforced with Cordura, a material resistant to rips and tears. Other functional features include a double-slider front zip with a double wind flap, generous internal pockets, and adjustable hem, hood and cuffs.