---
bcp_version: "1.1.1"
file_type: representation
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-05
---

# Representation

> **Public-source demonstration.** How to describe Klättermusen to someone else, using public pages only. Not an approved boilerplate.

## Default description

Klättermusen is a Swedish maker of refined mountaineering equipment, started in Umeå in 1975 by climbers, and operated today by Klättermusen AB in Åre. The work is equipment for hard weather: durable, repairable, and built with a smaller impact in mind. It is not a fashion brand.

## Audiences

```yaml
audiences:
  - name: "Someone buying gear"
    say: "A partner for time in the mountains, from a short run to a long trip. Every detail is supposed to have a reason."
    avoid: "A lifestyle label, a drop, or a lifetime promise tied to the buyer's age."
  - name: "A journalist"
    say: "Cite the year and the page. 2006 organic cotton, 2007 bluesign partnership, 2008 PFOA removal as they tell it, 2009 recycled-net nylon in backpacks, September 2017 fluorocarbon-free collection."
    avoid: "Current ISPO exhibitor status. 2020 awards without the trade-press label."
  - name: "A trade-show page"
    say: "What the brand is, what it will not claim about the show, and where the 2020 reports sit."
    avoid: "A booth number, a 2026 launch, or 'official partner'."
  - name: "A designer using the mark"
    say: "The live header is an inline SVG. Body type on the site is Assistant. Headlines are a webfont named Rotis, file Rotis-Semi-Sans-Regular. There is no public logo pack."
    avoid: "Redrawing the wordmark, or setting Alias Klute because a 2018 blog said so."
```

## Names

- Write Klättermusen with ä. The domain is klattermusen.com.
- Cutan, Duracoat, and Skylcoat are their fabric and treatment names. Keep the marks as they appear on the fabrics pages.
- bluesign is a system they say they have partnered with since 2007. It is not their brand name.

## What this package is not

An official brand source. A press license. A confirmation that Klättermusen is at ISPO now. A claim that any other manufacturer's identity system applies here.