POC: Where Protection Meets Scandinavian Design
A Clear Mission: Saving Lives
Founded in 2005, POC set out with a bold mission: to reduce the consequences of accidents for athletes in gravity sports. In simpler terms? To save lives while enabling skiers, cyclists, and riders to push their limits with confidence.
It all started with competitive skiing, where equipment wasn't keeping up with increasing speeds. Stefan Ytterborn, founder and concerned father, took matters into his own hands. Since then, the brand has evolved from snowy slopes to mountain trails, paved roads, and daily commutes.
Stockholm: A Hub of Design and Research
Stepping into POC's offices feels like entering a Nordic design gallery—clean lines, abundant light, and a serene atmosphere. But beneath this calm lies a hive of innovation, where ideas, prototypes, and forward-thinking concepts come to life.
Two labs operate here:
- POC Lab, focusing on the latest in neurology and biomechanics.
- WATTS Lab, analyzing aerodynamics to enhance speed without compromising safety.
While production occurs in Asia, all design, engineering, and testing remain in Stockholm—a deliberate choice.
Swedish-Style Safety
At POC, protection isn't just about absorbing impact. It's about considering before, during, and after an incident:
- Prevention: Utilizing highly visible colours, like in the AVIP range, to avert accidents.
- Impact Reduction: Employing materials like VPD foam and SPIN technology to minimize damage.
- Post-Incident Support: Integrating sensors and Recco reflectors to aid in emergency response.
The philosophy? Anticipate behaviour, not just collisions. Understanding human reactions—what catches a driver's eye or reassures a cyclist—is key. Sometimes, your helmet needs to speak for you—literally.
When Helmets Get Smart
In 2019, POC partnered with Volvo to develop helmets that communicate with vehicles. Using Bluetooth, a signal alerts cars when a cyclist is nearby. Additional features like brake sensors, integrated LEDs, and crash alerts are either implemented or in development.
Gimmicks? Hardly. These innovations address a reality: on the road, risks aren't always within our control. When a vehicle approaches at 70 km/h, visibility and communication are crucial.
Style Without Compromise
One might think design takes a backseat to safety. Not at POC. They believe a helmet, no matter how advanced, is ineffective if left unused.
Their goal? Create products people want to wear. Their distinctive look—clean lines, bold colours, minimalist logos—has won over both professional athletes and everyday enthusiasts. You don't need to compete to feel like a pro.
A Unique Company Culture
At POC, employees live what they design. Many ride, ski, or climb, testing and refining products firsthand. There's no need for focus groups when the office empties at 5 PM for a forest ride.
Add to that a supportive atmosphere, flexible hours, and the cherished Swedish "fika" break. It's a far cry from the burnout-prone startup stereotype. Here, long-term thinking prevails, and it shows in their products.
A Brand in Motion
Whether it's mountain biking, road cycling, urban commuting, gravel riding, or skiing, POC's mission remains consistent. They continue to forge their path—sometimes against the grain—blending protection, design, and smart technology.
Yes, their products come at a premium. But considering the thought, research, and sincerity behind each helmet or jersey, it's clear this isn't mere marketing. It's a new way of approaching sport and safety.
POC: A piece of Sweden on your head. And honestly, it's one of the best ideas of the century.
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