Our Group
We design, develop and distribute apparel and brands for those who live the mountains and sport every day, combining technical expertise, quality and on-the-ground service.
Our Story
A continuous journey of growth in the outdoor world. Over 13 years of experience in creating and distributing outdoor brands, driven by a passion for the mountains and technical excellence.
The origins
Michele Frigerio starts the business, laying the foundations for what will become a structured group in the sportswear industry. A company deeply rooted in the local area is born, with strong focus on product quality and the needs of retailers.
FASHION is born
FASHION is established, a company dedicated to distribution and retail development, marking the beginning of more organised and ambitious growth. The company begins positioning itself as a strategic partner for brands, supporting them in their commercial development and market presence.
ROCK EXPERIENCE, ICEPORT and the first SPORT HUB store
ROCK EXPERIENCE and ICEPORT join the portfolio, strengthening the group’s technical and outdoor identity. In the same year, the first SPORT HUB store opens, bringing the company into direct contact with end customers and becoming a concrete testing ground for collections, services and retail strategies.
The new headquarters in Bosisio Parini
The new corporate headquarters in Bosisio Parini is inaugurated, designed to support the group’s expansion and improve coordination between offices, showrooms and the sales network. A larger, modern and functional space that enables integrated management of brands, collections and commercial development.
DOTOUT joins the group
The company acquires the license for the DOTOUT brand, further expanding its offer and strengthening its positioning in technical and lifestyle apparel. With DOTOUT, the group also grows into cycling and activewear, opening new opportunities in both domestic and international markets.
14 stores
The network now includes 14 stores across the territory, representing the heart of our relationship with customers and the main showcase for the group’s brands. Each store is designed as a hub of expertise and service, where products, guidance and in-store experience work together to express the group’s identity.
Our Values
“These are the principles that guide us every day: the compass behind our choices, products and relationships.”
Innovation
We believe in everyday innovation that anticipates needs, streamlines processes and turns each product into a practical solution.
Passion
Our passion for the outdoor world guides every decision and connects us with our communities, creating an authentic bond that goes far beyond the product.
Authenticity
We deliver real value through quality, reliability and genuine experiences that accompany people in their passions.
Team
We are an inclusive team that turns diverse skills into a shared strength, uniting collaborators, athletes and customers into one community.
Ambition
Our ambition drives us to grow continuously, look beyond limits and improve every day while staying true to our values.
Our Team
Behind every collection, store and project are people who share values, experience and vision. Our team transforms ideas into concrete solutions for the outdoor and sports world, with professionalism and a collaborative spirit.
Years of experience
Brands managed
Stores
Join the team
We are always looking for outdoor-enthusiast individuals ready to grow with us.