Pas plus fort mais plus Beau

In history, there has been: 1595 the creation of the flushing by Harington, 1899 the trombone’s patent , in 1969 Woodstock with Jimi Hendrix and his solo from outer space, the Pin’s in the 80s, and in 2010 the birth of ABK

ABK is simple (or maybe not so much). Our story begins in the heart of the Alps, Chamonix, Mont Blanc… uh…. Grenoble sorry, the Bastille telecabin and other stuff. At the beginning there is three childhood friends, Hugo, Nicolas and Daniel (but he doesn’t like to be called Daniel so much, and intimates call him Bullet).

Originally, they are rather climbers, the kind that train for hours on a wall, doing one competitions after another, eating seeds and tearing themselves apart on world cups… Well, that’s what they used to say to impress the girls.

The reality is that they were certainly climbing quite a lot, but they dreamed of being rock stars in rehearsal sessions in Hugo’s garage, globetrotters, or even draftsmen.

After a few years of wandering, our three friends got together and decided to combine passion and work by creating one of the first boulder rooms in France, ABLOK.

It quickly became one of the landmark for climbers in Grenoble, especially for young people. ABK first observation, young people don’t like wearing climbing clothes. Green pants and purple sweatshirts are great for Halloween but it’s less fun when you go out for a beer after your session. As a result, most of young people climb with boardshort.

And it is at this moment that our 2 other ABKers appear, François and Stéphane. Stéphane is the guy who knows textile like the back of his hand.

So, where I was, um, uh yes, Steph and François, François is our graphic designer. ABK is above all the style, and style, François has it!

ABLOK is the beginning of the adventure, the first product testing, the first tests with friends who come to the room to climb, the first headaches too. But quickly the products please, indeed having jeans that allow you to climb and go for a beer afterwards : it speaks !
We are not the ones saying it, our customers did. The proof, they are the ones who wrote our slogan. ABK, doesn’t make you stronger but more beautiful. The class, kiddo.
And yeah, we promise you something, it’s not by putting on some ABK that you’ll go on doing 9b routes right away, but whatever you do you’ll do it with style.

And that’s when our 5 friends said to each other, as we don’t have enough problems as it is, why don’t we decide to add some more by creating a clothing brand. Here we go!

Step number 1: Find the name.

– ABLOK clothes?

– Bullet’s cloth and his friends who also work with him, but is he still the leader?

– No, it’s okay, I found it, ABLOK, we’ll call it ABK.

And just like that, the brand that doesn’t make you stronger but more beautiful was born. And today we continue to write the story with our friends, we open up to all sorts of outdoor sports, and we also speak Franglish, yeah, but with a good French accent.

We talk to slackliners, base jumpers, paragliders, those who love fashion and even music, rocker one day rocker always.

We have created a nice group of friends who travel all over the world passing on our values between two aperitifs.

By the way, you too are welcome, you are part of the ABK crew now.

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