When the Scandi outdoor gear brand Peak Performance invites you to Sweden, you can’t say no. One week before the summer solstice in June, I found myself in the heart of the Scandinavian Mountains heading toward Åre, home to Sweden's premier ski resort. Looking out at the fields dotted with brick-red barns, I realized I was seeing the Swedish countryside exactly as I'd always pictured it. The town was even more quaint: ski chalets nestled near chair lifts, a little red cable car that travels between mountain stations, and lake Åresjön as a guiding landmark.
Åre, population 3,200, also happens to be the birthplace of Peak Performance and the headquarters of Klättermusen, two Scandinavian brands worth knowing, making the village a hub for Scandinavian outdoor design.
I was there to preview Peak Performance's 40th Anniversary collection, which debuts in October, at the brand's longtime Mountain House—a cozy base that doubles as an event space and retreat for employees and their families. In between dinners of reindeer with foraged herbs and flower-decorated rhubarb tarts, and presentations on Gore-Tex ski shells and a new Helium down jacket, we spent time on the area's trails. Combining my Peak Performance itinerary with recommendations from a Klättermusen local, here's everywhere I'd send a first-time visitor.








