UNNA, the Swedish Brand Creating More Room for Joy

Garden of Sweden

The rise of independent brands over the past decade has significantly contributed to the growth and diversity of running culture, with new brands bringing ideas each year. But in such a crowded space, it’s always refreshing to find a brand that truly brings a different personality. Enter UNNA, a Swedish brand that’s doing just that, and their new fall/winter collection adds even more color to their unique world.

Sunshine in Winter

Founded by John-Ruben Holtback, UNNA was inspired by a personal journey that reshaped how he views fitness and movement. The brand’s ethos is all about a thoughtful pace and a sustainable mindset—encouraging runners to prioritize joy and well-being over constant competition.

Their latest campaign, “Finish in a Good Place,” perfectly captures this sentiment. It shows runners joyfully bursting into their favorite hangout spot, radiating that post-run energy we all know and love. It’s a reminder that running isn’t just about times and distances—it’s also about that feeling of freedom, which UNNA embodies with a creative and playful touch.

New Collection

Building on the campaign, the first drop of the Fall/Winter collection introduces a blend of versatile materials with a retro twist—think contrast stitching, uplifting prints, and laid-back vibes. Highlights include flowy t-shirts with gradient prints, fresh running shorts, and a running jacket, all in stunning olive-brown shades. There’s also a new zip-up wool layer for those chillier days. Some of UNNA’s previous designs, like the Smiles Run Cap, have been reimagined in new colorways, keeping things fresh while staying true to their roots.

Thoughtful Production for Lasting Quality

UNNA’s commitment to sustainability runs deep. They use responsibly sourced fabrics and local manufacturing to prioritize both environmental care and quality. Their activewear features materials like Econyl (recycled nylon), GOTS-certified organic cotton, and RWS-certified wool—making sure their gear is as eco-conscious as it is durable. Plus, by keeping production in Europe they support local industries. The result? Thoughtful, reliable pieces that are designed to last—perfect for those who care about both style and sustainability.

A Mission to Give Back Through Movement

At its core, UNNA isn’t just about creating clothes; it’s about fostering a culture of well-being and active living. To support this mission, they dedicate 5% of profits to initiatives that make movement accessible. For those who wear UNNA, there’s a sense of purpose that goes beyond their own workouts – it’s about contributing to a vision where fitness is inclusive and inviting.

UNNA’s commitment to quality, sustainability, and giving back offers a refreshing perspective on running gear, making it a brand worth knowing for anyone who values movement with a mindful approach.

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The new fall-winter collection is available now at UNNA’s website and select retailers.