KJUS is a premium sportswear brand founded in 2000 by Norwegian alpine ski champion Lasse Kjus and Swiss entrepreneur Didi Serena. Born from Lasse's frustration with the limitations of existing ski apparel during his decorated career—which included 16 Olympic and World Championship medals and two Overall World Cup titles—KJUS revolutionized the industry by introducing the first stretch technology to fully functional ski jackets. The brand's founding philosophy centered on merging functionality with cutting-edge technology to provide unparalleled freedom of movement and weather protection. Initially focused on technical ski apparel, KJUS expanded into golf wear in 2013, applying the same innovative engineering principles that made it a leader in skiing. In 2019, the brand joined the Acushnet family, parent company of Titleist and FootJoy. Today, KJUS is headquartered in Boulder, Colorado, and continues to craft bold, highly technical premium sportswear for athletes and enthusiasts who demand the highest standards of performance, comfort, and style.