Grundéns Partners with Backbone Media

Mar.11, 2015 (Poulsbo, WA) – Grundéns, producer of the world’s leading foul weather gear since 1911, has partnered with active lifestyle agency Backbone Media to manage its communications strategy and public relations outreach.

“Grundéns has a rich, trusted heritage that dates back over 88 years in the commercial marine industry,” says Mike Jackson, president of Grundéns USA. “Backbone Media will help us target and engage new audiences as we introduce innovative apparel to new markets, while staying true to our core audience of those who work on deck.”

In 1911, Carl A. Grundén, the son of a North Sea fisherman in Grundsund, Sweden started producing oiled garments for fishermen working the stormy waters of the North Sea and the North Atlantic. After a material shortage during WWI, Grundéns Regnklader AB was officially founded in 1926. The Grundéns brand still manufactures extremely durable waterproof clothing using the highest quality materials and workmanship that is tested and trusted by men and women working in extreme weather across the globe.

“Grundéns has incredible stories to tell and we’re excited to help share those,” says Penn Newhard, Backbone Media founding partner. “The company was forged through years of hard work in brutal conditions that not only created the world’s best foul weather gear but also strong leadership that wants nothing more than to protect the world’s fishing resources.” 

Grundéns will debut new apparel collections at the 2015 ICAST Show in Orlando, and the 2015 Pacific Marine Expo in Seattle. For more information, please reach out to Cory Lowe at or Matt Aboussie at



Carl A. Grundén was born in 1876, as the son of a fisherman. At a young age he came into contact with the fishing industry and decided to start out as a ship’s chandler. Carl soon realized that his customers needed good rain protection, so in 1911 he began producing waterproof clothing in Grundsund, on the Swedish west coast. Because of material shortages linked to the onset of World War I, the company had to close down. In 1926 Grundéns Regnklader AB was founded, and has been producing quality gear ever since.. Learn more at