Superino®
Sit back, relax and enjoy the story of brand founded with integrity and authencity from the very beginning.
Born from experience
Superino® was never meant to be just another outdoor clothing brand.
It began with a shared ambition between three brothers and a father-son team: to create an outdoor collection built around one of nature's most remarkable materials:
merino wool
The journey started with Superstainable, an outdoor brand founded on a genuine passion for life outdoors and years of hands-on experience.
Within Superstainable, Superino was originally developed as a dedicated merino wool collection. But the ambition behind it was much greater than a single product line. It was the fulfilment of a vision the founders had carried with them since the very beginning: to develop some of the finest merino wool garments in the outdoor industry.
Three founders
The foundation of Superino® was built on three very different, yet very closely connected, backgrounds as a family business. What united the founders was an uncompromising passion for the outdoors and a shared understanding of what truly makes outdoor clothing perform and the love of being an active outdoor family.
Emil Rasmussen: The alpine perspective
As a certified avalanche safety professional and holder of a higher ski instructor qualification, Emil spent some seasons in the Alpine environment, where proper clothing is not simply a matter of comfort, but an essential part of everyday life.
In the Austrian ski instructor tradition, merino wool is a natural first choice for the baselayer. Through countless days teaching children and adults on the mountain, Emil developed a deep understanding of what separates a great base layer from a poor one.
He experienced the difference firsthand and particularly when it came to temperature regulation, comfort and odour control. After long days on the slopes, followed by evenings in shared apartments, the contrast between merino wool and synthetic polyester layers was hard to ignore.
Beyond skiing, Emil's passion for hunting, fishing and trail running further shaped his understanding of functional outdoor clothing.
Claus Rasmussen: The technical foundation
Claus brought decades of technical expertise and an extensive background in outdoor apparel manufacturing.
Since the 1990s, he had operated his own production setup across Asia and Europe, helping some of Europe's leading outdoor brands develop and manufacture technical garments.
An experienced hunter, Claus has pursued game across Argentina, New Zealand, Africa and Europe. His knowledge of the outdoors extends beyond hunting, with years of experience training both retrievers and Cocker Spaniels.
He understood what makes a garment work and not just on paper, but in the field. His technical knowledge of materials, construction, fit and manufacturing became a fundamental part of Superino's product philosophy.
Anders Rasmussen: The spirit of exploration
Anders brought a different kind of outdoor experience to the table.
Having lived the van-life across North America and explored the mountains as an extreme skier, he developed a natural understanding of technical outdoor clothing and the demands of life in challenging environments.
With a passion for fishing and climbing, he contributed a practical and adventurous perspective to the early product development of Superino.
His approach was simple: clothing should never limit the experience. It should enable it.
The Brand Tranforms
What started as a merino wool collection within Superstainable quickly became the defining part of the business.
The passion for merino wool, combined with the founders' accumulated knowledge and ambitions, became the natural centre of everything we wanted to create.
Eventually, the Superino® collection became the heart of the brand itself. The name Superino®, a combination of Super and Merino, was born, marking the evolution from a product collection into a dedicated merino wool brand.
But the name was never intended to be just a play on words. It represented a promise.
Never just good enough.
Authencity & Passion
From the beginning, the philosophy was built around a simple ambition: to create not just good outdoor products, but the very best we possibly could.
That meant paying attention to every detail, starting with the yarn itself.
We selected premium-quality yarns from Südwolle Group, one of the world's leading specialists in wool yarns. Our merino wool originates from carefully selected sheep in New Zealand, raised under responsible and ethical conditions.
We work with Z-twisted yarn constructions, carefully developed to help garments retain their shape and maintain their fit over time.
For us, quality is not a single feature or a label on a garment. It is the result of countless decisions throughout the entire product development process – from the origin of the fibre to the finished product.
Nordic Explorers
Superino® is rooted in more than modern outdoor culture. Our inspiration also reaches back to the history of Danish and Nordic exploration. The Nordic countries have a long and remarkable relationship with wool, nature and life in demanding environments. While Norway and Sweden are often celebrated for their wool traditions, Denmark has its own proud heritage.
Denmark has always been a nation shaped by trade, craftsmanship and exploration. From the Danish explorers who ventured into distant territories to the historical use of wool and sealskins, our relationship with natural materials and the elements stretches back centuries, even to the Bronze Age.
We find inspiration in that adventurous spirit. In the curiosity to explore, the courage to go further and the practical ingenuity required to live and thrive outdoors.
It is a reminder that outdoor culture is not defined by borders. It is defined by experience, curiosity and a willingness to explore.
The foundation of the brand
Superstainable was founded in 2016. The first certifications are established, and the foundations of the product universe begin to take shape.
The SuperCircle® Icon
Made by Artist: Anne Philipp (1989-2018)
Our logo was created to symbolize the our passion for responsibility, sustainability, environmentalism, nature conservatism and climate protection.
The Super Circle® is our logo and our heart of the company. All brand processes are dedicated to the Super Circle.
The Tech-One Collection
The first Superstainable collection launches, marking the beginning of the brand's journey.
Superino is born
Superino® is born as a dedicated merino wool collection, driven by a passion for natural performance and uncompromising quality.
First Major Partnership
Superino® enters its first nationwide Danish outdoor retail chain, bringing premium merino wool to more outdoor enthusiasts.
Work Wear Baselayers
Superino® expands into the workwear industry, establishing nationwide distribution across Denmark.
A New Chapter
Superino® is acquired by NPG Brands A/S, joining a portfolio that includes Gateway1®, one of Denmark's leading outdoor footwear brands. The first shop-in-shops open across Denmark, while international retail partnerships mark the beginning of the brand's next chapter.
A Word From the original founding members
Superino® was a family brand born from a lifetime of outdoor experiences, a shared passion for merino wool and the ambition to create products that go beyond expectations. Whatever the adventure, whatever the conditions: Add a Layer™
