Frölunda HC

When Frölunda HC wanted to do something completely different they turned to us. They knew we could push boundaries, create personality-driven design, and build products that feel genuinely unique.

◼︎ Frölunda HC / Hockey

So when three of their top players — Max Friberg, Christian Folin, and Lasse Johansson — decided to create their own merchandise collections, our mission was clear: give them total freedom.

Instead of setting guidelines or creative rules, we stripped everything away. Each player started with a blank canvas. No templates. No restrictions. Just their personality, interests, and ideas.

That freedom shaped all three collections — each line is a reflection of the player behind it.

Our role was simple: listen first, then elevate. After the initial creative session with each player, we took their raw thoughts and transformed them into polished graphics, refined detailing, and cohesive product concepts.

The result speaks for itself.

“Each player was given the opportunity to make a collection that reflects their personality, their interests, or whatever they wanted to express. There was actually very little guidance from our side. After the first meeting we could then take their ideas and work our graphics and detailing that brought their ideas to life. I think it came out great. Each collection is truly personal.”

— Tobias Alexandersson, Design Director, Sport Design Sweden

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