Guro Jordheim, of Ski Classics Pro Team, Team Aker Dæhlie, has recently announced on Instagram her exciting new venture.

Combining her love for the outdoors and artistic talents, Guro has created a line of socks designed for performance and aesthetics, “ByG”. Whether for running, skiing, or training, her socks aim to balance practicality with a unique design, all designed by Guro herself.

Balancing Style and Functionality

The inspiration for her business came from a personal frustration with the lack of options available in Norway. Guro explains:

“About a year and a half ago, I was looking for socks that were both colorful and sophisticated, but not ‘clowny.’ I also wanted socks with features suitable for activities like five-hour runs in the mountains. I couldn’t find anything like that on the Norwegian market, which inspired me to start developing the perfect socks for sport and activity.”

What began as an idea turned into a lengthy process of designing, testing, and sourcing the right materials. Guro’s commitment to quality led her to work with an Italian manufacturer specializing in robust, high-performance fabrics.

“I loved the process of designing and, being as picky as I am, diving into the characteristics of different materials. This journey wouldn’t have been possible without the mental support and honest feedback from my fantastic friends everywhere,” she shares.

Read more: Ski or Die episode 1 – Ski Team Göhlins 

Overcoming Challenges in the Process

Now, after much hard work, her socks are available for others to try. While the process has been longer and more challenging than anticipated, Guro’s dedication shines through.

“The process has taken far longer than I expected, but I’m stoked to finally have them available for everyone to try. Being an athlete myself makes me even more critical when it comes to achieving perfection. I truly hope others love them as much as I do. It’s definitely scary to see where this goes, especially waiting to see if people decide to repurchase—that’s when I’ll know they appreciate the quality and design.”

It’s a project born out of personal need and developed with an athlete’s exacting standards, making it an exciting step beyond and alongside her career on Team Aker Dæhlie as a Ski Classics Pro Tour athlete.

Visit ByG’s online store here