We are now launching the collection Norr Mälarstrand. This is a premium sportswear collection that takes us back to our roots. The inspiration comes from an outstanding performance in the Stockholm City Run in 1950. This is also a collection where move our position forward in sustainability.
Running is in our DNA at YMR Track Club. We have spent tens of thousands of hours at different sports tracks around the globe and we know how every little detail is important to cut seconds. We have brought his way of thinking as we have developed the running collection.
The inspiration came from a thrilling relay in Stockholm on May 21 , 1950. Ymer´s team was no way near to be the favourites. It was the teams Örgryte IS, Gefle IF, Tureberg and Fredrikshof that were supposed to be in the top. The relay started on the street Valhallavägen. The leg´s were 2000-5000 meters. The team captain Sten Bussqvist rented a taxi to be able to follow the race around the streets of Stockholm. It costed only 20 Swedish crowns.
Our team managed to be among the best through out the race. It was not until inside the fully packed Olympic Stadium the victory was settled as Ymer´s Gösta Jacobsson sprinted away from the rest of the teams in the last curve. What a win! This was the most surprising victory on the history of the race.
History does not tell us if the race was along the shoreline of Norr Mälarstrand or not. This is a magical place for running. Not only because it´s flat, but this is where the water meets the city pulse and showns it´s beauty.
The collection Norr Mälarstrand is designed and knitted in Sweden as all our clothes. We are proud and happy with the amazing quality we have developed here at home in the Sjuhärad district. Now, we take the next step concerning sustainability, as all the polyester used is from recycled PET bottles. The clothes have very much of a retro feeling, with specific details that reminds us of the time era from where we have gotten the inspiration. Both the tights and the shorts are unisex.
We had a photo session in Stockholm with a wonderful bunch of people. Louise Ringström is a great runner from Stockholm and Ekanem Etim is an amazing track and field athlete from Gothenburg with triple jump as her speciality. Daniel Norberg is a runner with a personal best of 1.50 in the 800 meter and has been running for the nationale team. Peppe Lindholm runs 80-120 km a week and actueally jumped 2.03 m in the high jump when he only was 15 years old.
We hope that the collection will inspire you as much as we were inspired by the relay victory 68 years ago. The images are from Ymer´s archive and by Josefine Bäckström.