From the beginning, our mission was to create sustainable, high-performance wool garments built for life outdoors. That philosophy partly comes from one of the founders passion for merino wool after working in the alps in the snowy terrain.

As our products evolved, so did our identity. We wanted a name that truly captured the essence of what we create: superior Merino wool engineered for adventure and crafted with precision. That name became Superino — derived from Super Merino.

In Italian, “ino” adds a sense of refinement, craftsmanship, and attention to detail — qualities that define every Superino garment. Combined with “Super”, it symbolizes the perfect balance between strength and sophistication, nature and innovation.

Superino represents more than just a new name — it’s a statement of evolution. A dedication to excellence, performance, and the pursuit of the perfect Merino experience.

Superino® — Developed by Specialists. Perfected for Adventure.

Founded in Silkeborg – the Outdoor City since 1830. Nestled among lakes, forests, and trails in the heart of Denmark, we live and breathe the outdoor life. Here, being outside isn’t just a hobby – it’s who we are. And this is where Superino was born.

We’re true outdoor geeks at heart, obsessed with everything nature has to offer – from wild adventures in the mountains to quiet moments by the lake. We dig deep into gear, design, and functionality because we know what works – we use it ourselves.

At Superino, you don’t just find equipment. You find the passion for outdoor living – the same drive that pushes us out into nature every single day. Our expertise covers multiple facets of outdoor life: trekking, hiking, camping, bushcraft, and those everyday outdoor moments that make life richer.

So whether you’re chasing horizons or simply soaking in the silence of the forest, we’ve got your back with carefully selected gear – tested, trusted, and loved by those who truly live the life.