Lasse Kjus
"My name is Lasse Kjus, ex-alpine skier. Over my career, I won 16 Olympic and World Championship medals and twice claimed the overall World Cup title. Yet, my greatest achievement was founding KJUS.”
Lasse didn’t set out to revolutionize ski apparel—he simply believed functionality and performance should take precedence over fashion during long days on the slopes. What began as a personal need for better gear evolved into a groundbreaking brand.
A Champion On and Off the Slopes
Lasse started skiing at age three in his Norwegian hometown, where snow-covered streets were his playground. By seven, he mastered the basics, riding lifts well into the night, driven by a love for speed and improvement. By 10, he was competing nationally, earning second place, and by 14, he joined Norway’s national ski team. Lasse’s relentless pursuit of excellence led to 16 medals at the Olympics and World Championships, along with two Overall World Cup titles—a legacy built on setting goals and surpassing them.
Innovation Meets Experience
Lasse’s vision for technical ski apparel began in the mid-1990s during product development meetings with sponsors for Norway’s national ski team. Frustrated by the limitations of existing gear, he dreamed of merging functionality with cutting-edge technology. In 1999, this idea gave birth to KJUS, the first brand to introduce stretch technology to fully functional ski jackets.
Building the KJUS Legacy
Launching KJUS was a leap of faith. Working with a small team in an old train station in Oslo, Lasse focused on creating premium apparel for avid skiers. By 2000, KJUS debuted in elite retailers across the U.S. and Europe, earning immediate acclaim. Today, the brand is synonymous with innovation and performance, having expanded into golf apparel in 2013 with the same commitment to excellence.
Lasse's Career Highlights
18 World Cup victories, 16 Olympic/World Championship medals, two Overall World Cup titles.
• 1993: World Champion in Combined in Morioka, Japan
• 1994: Olympic Winner in Combined in Lillehammer, Norway
• 1999: 2 x 2nd place at the Olympic Winter Games in Nagano, Japan
• 1999: Medaled in all five Alpine disciplines at the World Championships (a feat never repeated)
• 1994 – 2002: 5 medals at Olympic Winter Games
• 1993 – 2003: 11 medals at World Championships
• 1996 and 1999: Overall World Cup Champion
Kjus Today
In 2019, KJUS joined the Acushnet family, home to Titleist and FootJoy. "It’s an honor to partner with Acushnet," Lasse says.
Although Lasse spends most of his time in Norway with his beautiful family, he is still very involved in the KJUS brand, ensuring that his original vision and the passion for excellence remains. When asked about his involvement with the product engineer team, Lasse says, “It is rewarding to give input into the innovations. The K logo must always stand for top performance. I am thrilled to still have a voice and a stake in KJUS."
From skiing to golf, Lasse’s relentless drive continues to inspire a brand dedicated to empowering athletes to perform at their peak.