You never attain your goal

We have always nurtured the passion. In sport as much as in our business.

We love the challenge and the attack on it. The meticulous preparation and the strategy – the fight, the euphoria and the exhaustion. Finding new routes – detours, ways out, and sometimes steps backwards – in order to move on. To reach the very front.

Meeting the next obstacle with a slightly better solution.
Because we will never be finished pushing the boundary of what is possible.
In everyday life, in the equipment, in the sport.
In training, at the knitting machine, in Hawaii.
In the short term and in the long.
The passion, so that you can perform at your best whatever the conditions.

The brothers Mads & Per Brun Nissen
Founders

FUNCTION BEFORE FASHION

We do not think about fashion, a particular design or a new season. Ever.

For us it always begins somewhere else, with the thing that matters most: the fabric. We are uncompromising about finding the fabrics and the yarns that give us the best possible chance of making intelligent, well-built garments. For extreme professional use anywhere in the world, and for everyday wear. Again and again. The fabric should be the extra layer of skin that protects, optimises, withstands – and is never felt.

HANDS ON

We are control freaks. Sport taught us that. Only through commitment and attention to the last detail is a win in sight.

So we often go against the current. Not because we want to, but because we keep asking questions.

Asking whether it makes sense to outsource development and the sewing of prototypes. Asking whether we want to depend on fabric suppliers.

Asking how much sense it makes to produce in the Far East. Asking whether it makes sense to simply copy the fashion industry on logistics and distribution. No. We have an answer – and we believe in the simplicity and the craftsmanship of taking things into our own hands and doing everything within reach.

Almost literally. It works like this:

With our own sewing room at head office, the distance from thought to action is short. New ideas and prototypes can be tried out, and improvements built in and tested here and now.

With our own factory in Lithuania we do not need to make large volumes. We switch flexibly between small production runs driven purely by demand, independent of season. At the same time we can make changes and improvements continuously. That spares resources and the environment, in the true spirit of sustainability. Overproduction does not happen, and the transport to our warehouse in northern Denmark is comparatively short.

With our own warehouse held by us rather than by you in the shop, we can deliver the newest products quickly – and exactly the goods customers ask for as the weather and their training change.

We live with the clothing, in the clothing and off the clothing, so to speak. That gives us the insight we need to keep making everything a little better.

MADE IN EUROPE BY Fusion.Factory

The FUSION factory is dedicated solely to making Fusion clothing – and reaches the highest quality because of it. Production runs on a strict FLOW principle that allows small batch sizes and short lead times. That cuts waste to an absolute minimum.

FROM THE BIKINI TO HAWAII

Two exotic Pacific islands play an influential part in our product development. Indirectly at least – and each in its own way.

Some years ago, at an Italian manufacturer, we came across Iglo – a fabric used to make bikinis because of its most striking advantage, its opacity. The garment is named after a small Pacific atoll.

From that bikini fabric we built prototypes for testing – and tested them, among other places, on the body of a Danish athlete at Ironman Hawaii in 2009. The fabric proved to offer unmatched sun protection, thanks to the unique composition of its fillings with a ceramic core that reflects sunlight and makes the fabric extra white.

Along the way it turned out that the bikini fabric also offers a mix of outer protection, optimal fit and unique moisture-wicking properties, cooling or warming the skin as needed.

Taken together, the fabric maximises the comfort and the performance of the body across varying race and weather conditions.

That is why Iglo is still an important part of our material DNA. But we never stop developing the properties of the bikini fabric further.