Founder Paul Rydholm saw his brand Tenson as much more than a clothing brand: “People feel most alive when they are connected to each other and nature. In nature, amid rugged terrains and open plains, they find peace, clarity and resilience to face life’s challenges.” For Rydholm, Tenson already represented a “way of living” in 1951, a community committed to an adventurous and active lifestyle. This philosophy continues today in the collections and designs, made for the modern adventurer and people who spend a lot of time outdoors.
FashionUnited spoke to Tenson account manager Jurgen Buuron to find out more about the technical designs and thoughts behind the outdoor brand.
Tenson’s DNA and the ‘Moisture Permeability Coating’
Tenson’s DNA is described in the company philosophy ‘The Essence of Tenson’, and is seen as an “interaction between design, materials and technology – where function and fashion meet”. The brand has always focused on creating high-quality clothing that meets the needs of outdoor enthusiasts without sacrificing style and functionality. Textile and material innovation are central, which Tenson sees as a crossroads between technology and fashion.
One of the most important pillars of Tenson’s success is its patented MPC technology (Moisture Permeability Coating). Since the 1980s, this technology has proven itself as reliable protection against wind and water. MPC consists of a laminate that allows rainwater to run off the surface of the jacket, while moisture is removed from the inside. This breathability is crucial for comfort during demanding activities, keeping users dry and comfortable even in the toughest conditions. ¨MPC allows the garment to “breathe” so it feels comfortable even during demanding activities. ¨ says Buuron.
Sustainability as a spearhead
Climate change is without a doubt one of the most important themes within the outdoor market, and also plays a central role at Tenson according to Buuron. The brand aims to inspire people to a more active and adventurous lifestyle, deeply connected to nature. In order to continue to achieve this, Tenson sees it as their responsibility to contribute to combating climate change. They do this by developing sustainable products that are produced responsibly and last a long time.
In addition to technological innovation, Tenson places a strong emphasis on sustainability. The brand uses recycled fabrics that comply with the Global Recycled Standard (GRS) as much as possible and opts for environmentally friendly solutions such as PFC-free water-repellent finishes. In addition, all down products are certified according to the Responsible Down Standard, which means that the down is ethically sourced. Innovations such as E-Dye for linings and the integration of materials such as Dyneema and Recco highlight Tenson’s continued commitment to both performance and sustainability. They recently won the German Design Award 2025 for the Tenson TXlite Nunataq Jacket made with Dyneema; a material that is 15 times as strong as steel.
The brand strives to promote an active, adventurous lifestyle with its products, while at the same time contributing to reducing climate change. The balance between technological progress and environmental friendliness is a crucial factor.
Close collaboration with retailers and the future of Tenson
Tenson attaches great importance to collaborations with their partners and invests in informing retailers by organizing training and clinics. Buuron emphasizes that these training days are essential for successful product integration at retailers. The collections are discussed in detail and the technological innovations are explained, so that the sales teams are well prepared to advise customers. It is also explained in detail about the brand itself and what Tenson stands for.
Tenson remains committed to improvement by listening to feedback from both retailers and consumers. These insights are continuously evaluated and integrated into product development. Tenson likes to surprise their customers and the market about future collections and innovations. “Upcoming technologies and designs?” “You will soon be able to discover it!” says Buuron.
