brand values

The Union code

People walking through a dark ice cave towards a bright opening.

THE UNION CODE

stronger together.

Union is built on collaboration, inclusivity, and shared experiences. We believe the best moments happen when people come together.

union-brand-skiing-zermatt-outdoor

THE UNION CODE

bring the energy.

At Union, fun isn’t just something we add —it’s built into everything we do. We’re all about energy, excitement, and making life feel fresh.

union-shell-jackets-and-pants-zermatt

THE UNION CODE

think fresh.

It’s about a modern perspective—a fresh way of building, creating, and leading. We’re here to give young, ambitious people the opportunity to succeed on their own terms.

union-brand-skiing-zermatt-together

THE UNION CODE

fuel what's next.

Union is made for dreamers, explorers, and risk-takers. Life’s too short to stay in your comfort zone, so we’re here to inspire you to own your journey, embrace the unknown, and chase what really sets your soul on fire.

THE UNION CODE

circle back.

Circle back is about doing things with intention and doing them better each time. It stands for our circular mindset: how we design, how we listen, build, test and improve. Even our story – recycling an old brand and building it into something new. We’re just getting started, but this mindset keeps us moving forward, step by step, with conscious choices and a crew that grows with us.