UR®

UR is owned by Norway’s leading authorities in rescue operations and acute medicine, with backgrounds in the armed forces, expeditions, and mountain guiding. UR is an in-house brand of Innovolve AS, which encompasses other brands and services – all dedicated to enabling people to become more self-reliant and capable of taking care of themselves and others. Our Purpose: We exist to empower and protect explorers and the wilds we venture. Our Mission: We deliver gear that protects you, yours, and those who protect us. Core Values & Guiding Principles 1. Primal Force (Urkraft) "Inspired by the past" I embody instinct – a raw strength that enables me to act intuitively. We innovate to act with clarity and unwavering conviction. 2. Spirit of Exploration (Utforskerånd) "Guided by the present" I am driven by curiosity and the courage to explore uncharted paths. True discoveries happen in the unknown, where a shared compass leads us swiftly and safely. 3. Endurance (Utholdenhet) "Looking toward the future" I overcome obstacles as natural steps toward ambitious goals. With strong community and determination, perseverance conquers all challenges. UR - Safe by Instinct