UR is owned by Norway’s leading authorities in rescue operations and acute medicine, with backgrounds in the armed forces, expeditions, and mountain guiding.
UR is an in-house brand of Innovolve AS, which encompasses other brands and services – all dedicated to enabling people to become more self-reliant and capable of taking care of themselves and others.

Our Purpose:
We exist to empower and protect explorers and the wilds we venture. 

Our Mission:
We deliver gear that protects you, yours, and those who protect us.

Core Values & Guiding Principles
1. Primal Force (Urkraft)
"Inspired by the past"
I embody instinct – a raw strength that enables me to act intuitively. We innovate to act with clarity and unwavering conviction.

2. Spirit of Exploration (Utforskerånd)
"Guided by the present"
I am driven by curiosity and the courage to explore uncharted paths. True discoveries happen in the unknown, where a shared compass leads us swiftly and safely.

3. Endurance (Utholdenhet)
"Looking toward the future"
I overcome obstacles as natural steps toward ambitious goals. With strong community and determination, perseverance conquers all challenges.

UR - Safe by Instinct

UR®

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