Kari Traa

🌿 Introducing Female First Technology: Outdoor Gear Designed for Her 🌿 At Kari Traa, we’re revolutionizing outdoor apparel with our Female First Technology, blending femininity, style, and high-level performance. Unlike many outdoor products designed for men and adapted for women, this line is specifically created with HER in mind—Made for HER, Made by HER. We recognized a gap in the traditionally masculine outdoor industry and wanted to develop something different: gear that not only performs in demanding conditions but also enhances a woman’s shape and confidence. Female First Technology offers body-friendly fabrics, exceptional warmth, breathability, and comfort without sacrificing style. Whether tackling intense outdoor adventures or daily life, this gear is designed to fit a woman’s needs. ✨ Why We Developed Female First Technology:
 The outdoor industry has long been male-focused, and women deserve more. Our mission was to design outdoor apparel that fits and flatters the female form while delivering serious performance. We also ensure that sustainability and ethical sourcing are part of every decision, from transparent materials to PFC-free DWR coatings. Our goal is to empower women to feel confident, comfortable, and capable, no matter the conditions. ✨ The FemShell Collection:
The FemShell Collection sets a new standard for functional, feminine outerwear, with three levels of protection: FemShell Elite (20k): Pro-level protection for multi-day adventures in the harshest environments. Superb breathability ensures you stay dry, even when pushing your limits. FemShell Plus (10k): Versatile, all-weather outerwear for high-intensity activities. Soft-touch fabrics move with you, keeping you comfortable and protected from wind and water. FemShell Essential (5k): Lightweight, all-season gear for everyday adventures. This layer is easy to wear, offering protection and a flattering fit no matter the elements. Using our unique laminating techniques, the seams become nearly invisible, resulting in a sleek and functional design. We’ve designed Female First Technology to let women perform as great as they look—with style, functionality, and comfort combined. #FemaleFirstTechnology #OutdoorInnovation #WomenInAdventure #KariTraa #FemShell #Sustainability #forherbyher

🎉 What a fantastic start to AW25! This week, the entire team came together for an exciting two-day kickoff event, packed with creativity, inspiring new product launches, and a celebration of our Norwegian heritage. 🇳🇴✨ One of the biggest highlights was having Kari Traa herself join us, along with the ever-energetic Hans Engelsen Eide. With their humor, stories, and contagious energy, they kept the team motivated and brought so many laughs along the way. When they’re around, there’s never a dull moment! Throughout the event, the team explored Kari Traa’s unique story, connecting even deeper to the brand’s values and heritage. Together, we looked at the fresh, upcoming collections that represent the spirit of AW25, combining modern style with a strong sense of tradition. We also shared ideas and insights, building excitement and focus for what’s shaping up to be an unforgettable season. With such a strong start, the team is energized and ready to bring the new season’s vision to life. Here’s to an incredible AW25 ahead! 💪

Kari Traa is continuing to change the W’s Baselayer game. Introducing our Faith series, with maximum Merino content and FemaleFirst Technology, she packs a punch. Very excited for this beauty to finally make her way into the wild. #ForHerByHer 🩷

✨ Introducing Faith: A New Era of Wool Innovation for Women, By Women ✨ At Kari Traa, we’re excited to present Faith, our latest innovation in wool technology designed for women who seek both performance and comfort without compromising on style or sustainability. Faith features Female First Technology, a breakthrough that combines semi-seamless warp-knit construction for enhanced movement and support. The design offers ventilation in key areas—specifically the breast and mid-back—where we sweat the most, ensuring you stay cool and comfortable during high-intensity activities. With its 4-way stretch, Faith provides a second-skin feel that moves with you, offering unparalleled freedom and flexibility. Our mixed-blend base layers combine the best of both natural and synthetic fibers, providing the perfect balance of comfort, warmth, and moisture management. These layers dry quickly, wick moisture, and regulate body temperature, making them ideal for everything from backcountry skiing and trail running to sleeping under the stars. Faith is also a leader in sustainability. Using warp-knitted technology, we’ve eliminated the need for traditional pattern cutting and sewing, significantly reducing or even eliminating waste in the production process. This innovative approach results in durable, low-shrinkage fabrics with unfinished edges for added comfort, giving you a smooth, streamlined fit that feels natural against the skin. With minimal seams for better movement, bold prints with hidden technology, and a premium wool blend that delivers warmth, quick drying, and moisture-wicking capabilities, Faith is designed to perform in any environment while looking great. This is more than just a base layer—Faith is the next generation of outdoor apparel, Made for HER, By HER. Experience wool innovation that elevates both your performance and comfort, while being kinder to the planet. #Faith #WoolInnovation #FemaleFirstTechnology #KariTraa #SustainableFashion #HighPerformance #MinimalWaste #WomenInAdventure #NewLaunch

🌸 Running for a Cause: The Pink Ribbon Run! 🌸 On October 12th, the team at Kari Traa, in collaboration with Elle Norway, laced up our running shoes for the Pink Ribbon Run in Oslo to support breast cancer awareness. 💖 This annual event is an incredible opportunity to bring people together to show solidarity and raise funds for such an important cause. At Kari Traa, we are proud to support strong women, and this event was no exception. Together, we ran with a purpose, aiming to make a meaningful impact! We are incredibly proud to have been part of this event, alongside all those who participated. Every person’s involvement, no matter how big or small, played a crucial role in raising awareness and supporting the fight for a healthier future for women. Every step taken made an impact, helping to raise awareness and bring us closer to a healthier, brighter future for women everywhere. ELLE Magazine #forherbyher #karitraa #ellenorge #rosasløyfe

🌱 Proud to Show the Life I’ve Lived. Kari Traa’s journey from a small town in Norway to becoming a globally recognized athlete and entrepreneur is truly inspiring. What truly sets her apart, however, is her unwavering dedication to living life on her own terms. In a recent interview with ELLE Magazine, Kari shared insights about her upbringing and the challenges she faced growing up. These experiences shaped her unique perspective on women’s health, aging, and the importance of staying true to oneself❤️. Kari has always been more than just an Olympic athlete and a successful businesswoman; she’s a role model for living authentically. For her, true health isn’t limited to physical fitness—it’s about mental and emotional well-being, too. She encourages women to trust their bodies and prioritize their health, rather than conforming to societal expectations. By truly listening to what your body needs, Kari believes you can live a richer, more balanced life. When it comes to aging, Kari views it as a privilege rather than something to fear. She sees every wrinkle and line as a symbol of experience and wisdom, embracing aging as a natural, beautiful process. For her, it’s an opportunity to grow stronger and more confident with each passing year 🦋 . One of the key lessons from Kari’s journey—especially during her time as a professional athlete—is the power of a strong support system. Behind every success story is a network of coaches, mentors, teammates, and loved ones who offer guidance and encouragement. Kari emphasizes that no one achieves greatness alone, and having the right people around you is essential for overcoming challenges and reaching your goals 🏆 . Kari Traa's story is a compelling reminder that true health encompasses the mind, body, and spirit, and that aging is a journey to be embraced, not feared. It highlights the importance of surrounding yourself with a strong support system—because success isn’t just about chasing your dreams, but also about having the right people by your side to help you reach them. A special thanks to Elle for shining a light on these important topics and for sharing Kari's inspiring journey with the world. #forherbyher #karitraa

Experience Norway in Salt Lake City! 🇳🇴✨ We’re thrilled to invite you to Evo Salt Lake City on September 30th at 6:00 PM MDT for a special evening celebrating the launch of the evo x Kari Traa collection, designed by the incredible @Rachel Pohl. 🎨 Rachel, an American artist, athlete, and Kari Traa ambassador, has created an exclusive line inspired by the magical Lofoten Islands in Norway. This collection takes Rachel’s original artwork and translates it into beautiful wool and fleece garments, perfect for your next adventure. Rachel’s story and this collection are a true reflection of her journey—from Montana, USA to the breathtaking fjords of Norway. 🌊 “I hope this collection brings you joy, encourages you to follow your dreams, and reminds you of the wild places that make you come alive,” Rachel shares. Join us for: 🎨 A gallery installation featuring Rachel Pohl’s stunning art 👗 An exclusive look at the evo x Kari Traa collection 🍷 Drinks and refreshments ✨ Meet Rachel in person and discover the inspiration behind the designs! 📍 evo Salt Lake 660 South 400 West, Salt Lake City, UT RSVP today to be part of this celebration of art, fashion, and Norwegian heritage! 🌟 #KariTraa #RachelPohl #evoSaltLake #LofotenIslands #ArtAndDesign #NorwegianStyle #EventAlert #AdventureAwaits

We are thrilled to welcome Tuva Eide as our new Social Media Specialist and Marketing Coordinator! 🌟 Energetic, hardworking, and full of positive vibes, Tuva brings nearly two years of experience from ActiveBrands, where she showcased her creativity and passion for marketing. Fun fact: Tuva has strong roots in Voss—just like our own Kari Traa—so you could say a bit of that Voss magic runs in her veins. ✨ When asked why she’s so passionate about marketing and social media, Tuva shared: "The fast-paced, ever-changing world of social media and marketing excites me. It’s a dynamic space where creativity meets connection. I also enjoy the structured side—coordinating content, strategy, and timing to create campaigns that are engaging and efficient. I’m honored to have the opportunity to do this for a brand as genuine and dynamic as Kari Traa!" Welcome to the team, Tuva! We can’t wait to see the amazing things you’ll accomplish with us. Feel free to drop a message to welcome her in the comments!💕 #SocialMediaSpecialist #MarketingCoordinator #KariTraa #SocialMediaMarketing #Teamwork

Kari Traa Launches Art Collection with American Artist Rachel Pohl!🌟   After years of painting, designing, photographing, planning, and keeping it a secret, the Kari Traa x Rachel Pohl collection is finally here!    Kari Traa ambassador Rachel Pohl is an incredible artist, athlete, and writer originally from Montana, USA, who now calls the breathtaking Lofoten Islands in Norway her home. The artwork in this collection comes from her original paintings, incorporated into wool and fleece garments inspired by the magical Lofoten Islands in the Arctic of Norway.    “We moved to this area just over two years ago after emigrating from the USA. The journey to relocate was logistically and emotionally challenging, but more than worth it because we are truly living our dream life here,” Rachel says.  She continues “I remember the first time I saw someone wearing Kari Traa base layers. My love of bright colors, unique but practical clothes, and my Norwegian heritage had my heart longing to own a set. The more I learned about Kari Traa the more I fell in love with everything about the company, not just how beautiful the clothes are. About seven years and my third year of being an ambassador later, my dream collection with my dream company is finally here”.    We adore how this collection turned out, but for Rachel, its meaning goes deeper than the gorgeous colors, eye-catching prints, incredible fabrics, and flattering fits. These pieces tell a story of finding beauty and meaning in chaos, following our dreams, advocating for nature, and pursuing a life true to who we are—even if it doesn’t make sense to anyone else.     “I hope this collection brings you joy, encourages you to follow your dreams, and reminds you of the wild places that make you come alive,” she says. Are you ready for your next adventure? We hope you go out and live as colorfully as you can!💕

Good luck mama! Our online & social media manager Marianne Cecilie Huseby is leaving us to produce a new baby KT-girl to the squad! Why do you love working at Kari Traa? For how it makes me feel. In a social media world where women are constantly served perfect training routines and “matcha diet latte smoothie bowl lunches” that no one ever actually have time for, Kari, both as a person and a brand, has taught me to give fewer f*cks and to focus on activity as a means of taking a break from all that pressure and to just have fun! This feeling of letting go, not taking yourself too seriously, and having a big girl squad cheering for you is, to me, Kari Traa’s superpower. Running KT’s social media channels, this is what I try to communicate to young girls growing up (and to the one I’m currently growing… Hello, Liv! 👋🏻💓). My most memorable experience at Kari Traa: Definitely the day I was casually interrupted at the office by Kari, who tapped me on the shoulder saying she had scheduled a quick skydiving session for me “in my lunch hour.” This was apparently a rite of passage for all new KT employees. As a newbie, I was sent to Voss to get to know Kari Traa and the whole culture there, which is a world away from the capital of Norway, Oslo, where I’m from. Instead of strict cross-country ski tours, they were all about freestyle skiing for fun – and skydiving was just a casual sport, which I got to experience firsthand. Something I will never forget! 
We look forward to welcoming Marianne back next spring, and to meet our new girl gang member. 🎀 👊