Physical storefront to reopen in 2024!

About Us


Lady Superior Photography

Image by Lady Superior Photography

Scandinavian saying that directly translates to 'Free Air Life'. It encompasses the communion between humans and nature to embrace and restore balance. That means get outside. Use the fresh air to clear your thoughts and connect to the world around you. Run, hike, climb, swim, meditate, bike, paddle, or simply lay in a hammock.

Friluftsliv. We are outdoors.

Our Mission:
To find unique story-driven brands that appeal to niche markets combined with eco-driven and eco-conscious partners. To support eco-sustainability through proceeds or profits from sales of our products.

Who we are:
Giant waterfalls, rugged mountains, or clear blue lakes; we are there. We are outdoor enthusiasts to our core. We realized that we were constantly on the hunt elsewhere for quality active wear from brands that also shared our passion for environmental initiatives. What we found was trendy, fashion forward, unique products that are also committed to sustaining this beautiful world that we live in. These brands had to be brought back to our region. We found the perfect location in the growing Lincoln Park Craft District in Duluth, Minnesota and began developing partnerships with some hand-picked brands that are curating a story and making a difference. We are committed to fulfill our mission of bringing you high quality, fashion forward products. They will never be the same. They will always be unique. In our effort to embrace nature and the outdoors, we discovered Friluftsliv. Free Air Life Co. was born. Our brands are hand-selected by our Founder, Sarah Steinbach, not just for the amazing style, feel, and fit. But also for the positive impact these brands have for the environment. We hope you will come with us on this sustainable journey as we have many exciting things in store for you!



Sarah and Justin Steinbach, Owners



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Make your purchase climate friendly

Plant a tree with your purchase for $1.00 / tree to help make a difference
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