Helly Hansen's Slogans & Taglines

Helly Hansen is a dedicated champion of maritime resilience, alpine mastery, and the relentless protection of professionals against nature's rawest forces, built on a Norwegian heritage that treats waterproof oilskins and technical base layers not as cold outdoor commodities, but as the vital armor between human will and elemental fury. Since 1877, when Captain Helly Juell Hansen and his wife Maren Margarethe began soaking coarse linen in linseed oil to create supple waterproof jackets for Norwegian sailors, the company has evolved from a Moss-based maritime outfitter into a global technical apparel titan trusted by over 55,000 professionals across oceans and mountains. Its slogans have journeyed from "Great clothes for active people" to the modern "Confident when it matters" and "Alive Since 1877," reflecting a shift from general outdoor wear to professional-grade protection. The portfolio spans the iconic Helly Tech waterproof membranes, LIFA moisture-wicking base layers, and specialized gear for sailing, skiing, and mountaineering. Today, following its 2018 acquisition by Canadian Tire and 2025 transition to Kontoor Brands, Helly Hansen continues to channel its founder's seafaring vision into the arteries of global outdoor and workwear excellence.