Mover

What Mover does

Mover (legal entity Mover Sportswear SA) is a privately held Swiss direct-to-consumer apparel brand founded in 2021 by Nicolas Rochat and headquartered in Lausanne, Switzerland. The company manufactures and sells outdoor and activewear built entirely from natural fibers — merino wool, organic cotton, Ventile high-density woven cotton, and Swisswool — with no synthetic membranes, trims, or plastic components in any product, claiming full biodegradability. The technical premise is that performance weather protection and thermoregulation can be engineered through fiber selection and weave structure alone, exemplified by the 2025 Red Dot Award-winning Ventile Shell+ jacket. Product breadth spans entry-level accessories, mid-tier performance apparel, and premium outerwear priced approximately $45–$750 USD, with a signature STOP PLASTIC sub-collection and a plastic-free gift card program.

The business operates exclusively through its own Shopify-powered multilingual e-commerce store (English, French, German) and a single Lausanne showroom, with fulfillment out of a Spanish logistics warehouse using DHL and GLS. A secondary B2B custom merchandise channel serves companies, clubs, and events through direct partnership outreach, and digital marketing is concentrated in owned content (Journal), social media (Instagram, Facebook, LinkedIn, X, YouTube), email newsletter with a 10% discount hook, and a press/media center. Manufacturing is split between skilled European cut-and-sew partners (primarily Portugal) and knitwear production in Inner Mongolia, with the company publicly rejecting third-party sustainability certifications on greenwashing grounds. The firm is self-funded, founder-controlled, with no disclosed external investment rounds.

Name

Mover

Legal name

Mover Sportswear SA

Website

https://mover.eu

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Mover is a Swiss direct-to-consumer brand founded in 2021 that designs and sells 100% plastic-free outdoor sportswear made from merino wool, organic cotton, Ventile, and Swisswool, serving environmentally conscious outdoor enthusiasts and businesses via its Shopify store and Lausanne showroom.

Ownership category

akta.pro rank

Product category

Outdoor Sportswear

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)

akta.pro secondary industries

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Plastic-free sportswear
• Natural fiber apparel
• Merino wool clothing
• Outdoor activewear
• Sustainable apparel

Headquarters

HQ city

Lausanne

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through Shopify-powered website. One-time product purchases with prices ranging from approximately $45 to $750 USD. Gift cards available in denominations of $50, $150, $250, $500, and $1000. All transactions processed in Swiss Francs (CHF).
2. B2B Custom Merchandise: Custom merchandise program for companies, clubs, and events. Offers personalized partnerships with discounts depending on order size. Products designed in Switzerland, crafted in Europe.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Mover designs, produces, and sells 100% plastic-free outdoor and sportswear apparel made entirely from natural fibers (merino wool, organic cotton, Ventile® high-density woven cotton, and Swisswool). The product line covers base layers, mid-layers, insulation, and weatherproof shells for outdoor activities including hiking, skiing, running, and cycling. Items are sold directly to consumers via a Shopify-powered online store and a showroom in Lausanne, with a secondary B2B custom merchandise program for companies, clubs, and events.

Product overview

Mover is a plastic-free sportswear brand offering a unified collection of outdoor and activewear apparel crafted entirely from natural fibers. The product portfolio centers on merino wool garments (T-shirts, fleeces, jackets, polos, joggers, hoodies), cotton apparel (t-shirts, overshirts, trousers, shorts, hiking shirts), and advanced insulated pieces using proprietary materials like Ventile® fabric and Swisswool® technology. Key product lines include the STOP PLASTIC collection of essential basics, technical fleece layers (TechFleece series), weather-resistant Ventile® shells, and Swisswool® insulated jackets. All products are designed in Switzerland and manufactured in Europe (primarily Portugal), emphasizing complete biodegradability and zero plastic content from fibers to trims.

Differentiator

Problem solved

Functional benefit

Products and services

• Canadian Overshirt Everyday in-between-season overshirt with merino wool fleece lining and cotton twill shell for cozy warmth and breathability.
• Canadian Overshirt (with pockets) Everyday transitional-season overshirt with merino wool fleece lining, cotton twill shell, two-way zipper, two hand pockets, and a phone pocket.
• Light Cotton T-Shirt Lightweight organic cotton T-shirt (170 g/m²), highly breathable and intended for spring and summer outdoor activities.
• EtaDry® Windbreaker Shell Jacket Windbreaker shell jacket made from Ventile® high-density woven cotton, windproof, highly breathable, lightweight, with adjustable hood and hem.
• Merino Fleece Jacket Brushed merino wool fleece jacket offering high warmth-to-weight ratio, odor control, and thermoregulating properties; a plastic-free alternative to synthetic fleece.
• Merino Fleece Vest Sleeveless merino fleece garment that creates a warm microclimate around the torso while keeping arms cool; lightweight and versatile.
• Long Sleeve Merino T-Shirt Thermoregulating wool jersey T-shirt made from 17.5-micron non-itching merino yarn, naturally breathable with odor control for year-round use.
• Merino T-Shirt Standard-weight merino wool T-shirt offering comfort, performance, and breathability in outdoor conditions.
• Light Merino T-Shirt Lightweight merino wool T-shirt designed for warmer conditions, retaining full thermoregulating properties.
• Light Merino Crewneck Lightweight merino wool crewneck pullover intended for layering in variable conditions.
• Swisswool® Light Jacket Insulated jacket featuring Swisswool® technology for lightweight warmth during outdoor activities.
• Heavy Cotton T-Shirt Durable heavyweight cotton T-shirt designed for everyday wear and outdoor activities.
• Ripstop Cotton Trousers Durable ripstop cotton trousers designed for outdoor use with reinforced construction.
• Ripstop Cotton Shorts Breathable ripstop cotton shorts for warm-weather outdoor activities.
• Wool Shorts Natural wool shorts offering comfort and breathability for outdoor and everyday use.
• Merino TechFleece Joggers Technical fleece joggers combining merino wool with modern fleece technology for warmth and performance.
• Merino TechFleece Jacket Technical fleece jacket in merino wool for versatile outdoor layering.
• Merino TechFleece Hoodie Hooded pullover combining merino wool with technical fleece construction for outdoor comfort.
• Wool Trousers Natural wool trousers for outdoor and casual wear with temperature regulation.
• Heavy Merino Zip Neck Heavyweight merino wool quarter-zip pullover for cold-weather layering.
• Heavy Merino Crewneck Heavyweight merino wool crewneck pullover for cold conditions.
• In/Outdoor Trousers Versatile trousers designed for both indoor comfort and outdoor performance in harsh winter conditions.
• Ventile Blouson Short jacket crafted from Ventile® fabric offering weather protection using natural fibers.
• Swisswool® Blouson Insulated blouson jacket utilizing Swisswool® technology for natural warmth.
• Ventile® Shell+ Advanced shell jacket made from Ventile® natural fibers offering weather protection without synthetic membranes; awarded Red Dot Award: Product Design 2025.
• Swisswool® Light Vest Lightweight vest with Swisswool® insulation for core warmth during active pursuits.
• Light Cotton Hiking Shirt Breathable cotton hiking shirt designed for trail use in warm conditions.
• Merino Fleece Beanie Brushed merino wool beanie for warmth during outdoor activities.
• Merino Polo Classic polo shirt constructed from merino wool for outdoor and casual wear.
• Long Sleeve Merino Polo Long-sleeve variant of the merino polo designed for cooler conditions.
• Plastic Free Gift Card Digital gift cards available in $50, $150, $250, $500, and $1000 denominations, delivered via email as PDF with optional personalized message and free shipping code.
• B2B Custom Merchandise Program Custom merchandise service for companies, clubs, and event organizers offering personalized partnerships and volume-based discounts on Mover's plastic-free apparel.

Quantifiable outcome

• Products are 100% biodegradable and compostable, including all trims and components
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Skilled European ManufacturerscoreImplementation/ SI/ Consulting PartnerProducts are cut and sewn in Europe by skilled and certified manufacturers. These manufacturing partners are essential to Mover's quality standards and ethical production commitments.
• Inner Mongolia Wool PartnercoreTechnology or IntegrationKnitwear program made in Inner Mongolia, the homeland of wool. Partnered due to their expertise in wool production for high-quality knitwear products.
• Logistics Partner in SpaincoreImplementation/ SI/ Consulting PartnerLogistic partner located close to production site to reduce transport distances and carbon footprint. Handles all deliveries from warehouse in Spain.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the online store. Processes personal information for the site and fraud prevention.
• Wallee / StripecoreTechnology or IntegrationPayment Service Provider based in Switzerland, supported by Concardis. Powers secure payment processing alongside Shopify Payments.
• DHL and GLSminorChannel Partner/ Reseller/ DistributorShipping carriers used for order delivery. DHL Express for faster international delivery, GLS for standard European shipping via train and truck.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Houdini Sportswear: Swedish brand focused on circular, recyclable, and natural-fiber outdoor apparel. Highly comparable philosophy — design for longevity, repair services, no-frills sustainability — overlapping with Mover's biodegradable and repairable positioning.
• Vaude: Vaude is a German family-owned outdoor brand with a strong sustainability and 'Made in Europe' narrative. It overlaps directly with Mover's European manufacturing and environmental positioning across hiking, cycling, and outdoor apparel.
• Picture Organic Clothing: French outdoor and snowsports brand built around organic, recycled, and bio-sourced materials. Operates with a similar European design heritage, sustainability-led positioning, and D2C-plus-wholesale hybrid model that Mover could evolve toward.
• Icebreaker: Icebreaker pioneered merino wool outdoor apparel and is the closest direct analogue to Mover's merino-led, natural-fiber positioning. Both target outdoor enthusiasts seeking performance without synthetics, though Icebreaker is far larger and uses some synthetic blends.
• Finisterre: UK-based sustainable outdoor brand focused on natural fibers, recycled materials, and surf/outdoor crossover apparel. Targets a similar environmentally conscious customer seeking durable, repairable outdoor clothing.
• Ecoalf: Spanish sustainable fashion and outerwear brand using recycled and natural materials with a Europe-based supply chain. Shares Mover's premium positioning, ESG-driven brand story, and Southern European logistics footprint.

Broad incumbents

• Arc'teryx: Premium technical outerwear leader that defines the price ceiling and performance benchmark Mover's shells and insulation compete against. Uses Gore-Tex and synthetic insulation today, but its shift toward natural and recycled materials is the leading indicator of category direction.
• Patagonia: Patagonia is the global benchmark for sustainable outdoor apparel and validates the premium-ESG positioning Mover targets. It serves the same outdoor customer base and overlaps on product categories, but at vastly greater scale and with broader wholesale distribution.
• Jack Wolfskin: Major European outdoor brand with broad hiking, travel, and activewear assortments at mid-premium price points. Competes with Mover in hiking apparel and outerwear and represents the scale competitor the brand would need to displace to grow share in its home European market.

Emerging players

• Passenger Clothing: UK-based outdoor lifestyle brand blending sustainability messaging with everyday apparel. Targets a similar younger, environmentally conscious consumer and increasingly overlaps on hiking and outdoor lifestyle categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/mover_eu
• YouTubeyoutube.com/channel/UChDx2rJH8yRprR0AvnygaLQ
• Facebookfacebook.com/moverplasticfreesportswear
• LinkedInlinkedin.com/company/moversportswear
• Instagraminstagram.com/moversportswear_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mover