Protest Sportswear expands brand portfolio with acquisition of 8848 Altitude

Founded in 1993, Protest Sportswear has grown into one of Europe’s leading privately owned action sports brands. 8848 Altitude, founded in 1990 and named after the height of Mount Everest, has built a solid reputation over more than three decades for technical performance, Scandinavian design and premium quality in ski apparel, shaped by a strong and consistent creative vision from its founder and design leadership. Both brands share a long entrepreneurial history, private ownership and a deep-rooted passion for winter sports.

Wesley van Wijnbergen, Managing Director of Protest Sportswear, says: “The acquisition of 8848 Altitude represents a natural strategic extension. The brand operates in a higher price and technical segment that complements Protest’s existing positioning and does not compete with its core collections. We are proud to take this step as a company and grateful for the trust placed in us to continue building the 8848 Altitude brand, respecting its heritage while investing in its long-term future.”

Caroline Dekker, Owner of Protest Sportswear, adds: “The combination offers clear synergies in product development, IT and international multi-channel distribution, while allowing both brands to maintain their distinct identities.”

Founder and designer of 8848 Altitude, Magnus Berggren, adds: “Over the past period, 8848 Altitude AB has actively sought a financially strong partner with a robust international distribution network and the ability to invest in the brand’s long-term future. It was important for us to find a partner that understands and respects the creative DNA and design philosophy that have defined 8848 Altitude since its inception. With Dekker Olifanta B.V., the company behind Protest Sportswear, we have found this partner and we are confident that the 8848 Altitude brand will further grow under the new ownership.“

Protest Sportswear is proud to become the new owner of the 8848 Altitude brand rights. The Fall/Winter 2026–2027 collection, designed by 8848 Altitude AB, will be sold partly through Protest’s own distribution network and partly through the existing 8848 Altitude AB distribution channels. From Fall/Winter 2027–2028 onwards, the collections will be designed by the design team of the new brand owner, with a clear commitment to preserving the brand’s current quality level, technical performance and price positioning.

The acquisition reflects a shared belief in long-term brand building, craftsmanship and continuity. Protest Sportswear / Dekker Olifanta B.V. is committed to supporting the future growth of 8848 Altitude in close cooperation with its retail and distribution partners.

Protest Sportswear is a European sportswear brand founded in the Netherlands, focused on snow, surf and outdoor apparel. The brand combines technical performance with distinctive design and a strong lifestyle identity. Protest operates through wholesale, retail and digital channels across multiple international markets and has been actively expanding in the United States and Canada for the past three years. Protest is part of the Dekker Group and has extensive experience in international brand development and distribution.

8848 Altitude is a Scandinavian premium ski and outdoor apparel brand founded in Sweden. The brand is named after Mount Everest’s height of 8,848 meters and is rooted in performance, functionality and alpine heritage. 8848 Altitude has built a strong presence in European ski markets and is known for technical outerwear, clean Scandinavian design and durable, high-quality materials.

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For more info about Protest Sportswear visit www.protest.eu

For more info about 8848 Altitude visit www.8848altitude.com