About Us

The Meaning of Hugr (pronounced Hoo-gr)

Hugr comes from Old Norse — a word that captures the essence of one’s mind, spirit, and will.

In Norse belief, the Hugr was more than just thought; it was the living force of a person’s inner world — their courage, intent, and emotional strength. It was believed that a person’s actions, presence, and choices were guided by their Hugr.

This ancient idea reminds us that everything begins in the mind.

For Us

For us, Hugr represents the moment when the mind leads the body — when focus, intent, and determination carry us beyond what we thought we were capable of. It’s not about being the strongest or the fastest; it’s about listening to that voice inside that says go further.

Whether you’re training for competition, finding time to move between long days at work, or taking your first steps toward a goal — your Hugr is what drives you forward.

That’s who we create for.

Our Mission

We believe sport and movement are expressions of the mind’s strength.
At Hugr, our mission is to support everyone who shows up — the elite, the everyday, the determined. Because what connects us isn’t ability, but mindset.

Our Commitment

Purpose sits at the heart of Hugr.
That’s why 25% of all profits go to charities that increase participation in sport, helping more people discover the power of movement.

Because sport isn’t just about performance — it’s about growth, resilience, and the quiet confidence that comes from trying again tomorrow.

Our Values

  1. Hugr: We create for those who use their mind to move their body, and their body to strengthen their spirit.

  2. Give Back: 25% of all profits support charities that make sport more accessible for everyone.

  3. Inspire Communities: We celebrate progress over perfection — encouraging movement, connection, and shared growth.

  4. Stay True: People and purpose guide every decision we make.

Join the Movement

When you wear Hugr, you’re part of a community that believes in the power of mindset — that what starts in the mind can transform the body, and in turn, the world around us.


Together, we can make sport more inclusive, more human, and more about the courage to keep moving forward.